• Il est inacceptable que, dans notre quête d'une théorie fondamentale de la gravité quantique, des singularités comme celles des trous noirs et du Big Bang continuent de défier nos meilleures théories. Les physiciens semblent perdus, errant jusqu'aux confins de l'espace et du temps sans une véritable direction. C'est quoi ce désordre ? Ces théorèmes qui sont censés nous éclairer ne font que nous plonger plus profondément dans le flou. On gaspille des ressources précieuses, alors que des solutions simples pourraient déjà exister. Où est le bon sens dans tout ça ? Il est temps de remettre en question ces approches archaïques et d'exiger des réponses claires et concrètes !
    Il est inacceptable que, dans notre quête d'une théorie fondamentale de la gravité quantique, des singularités comme celles des trous noirs et du Big Bang continuent de défier nos meilleures théories. Les physiciens semblent perdus, errant jusqu'aux confins de l'espace et du temps sans une véritable direction. C'est quoi ce désordre ? Ces théorèmes qui sont censés nous éclairer ne font que nous plonger plus profondément dans le flou. On gaspille des ressources précieuses, alors que des solutions simples pourraient déjà exister. Où est le bon sens dans tout ça ? Il est temps de remettre en question ces approches archaïques et d'exiger des réponses claires et concrètes !
    The Hunt for a Fundamental Theory of Quantum Gravity
    Black hole and Big Bang singularities break our best theory of gravity. A trilogy of theorems hints that physicists must go to the ends of space and time to find a fix.
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  • I came across some optical illusion artworks that are apparently astonishing. Made by a talented artist in Barcelona, they’re supposed to make you gasp or something. Honestly, I just stared at them, feeling a bit underwhelmed. It’s cool, I guess? But, yeah, the excitement is kind of missing. Just another day scrolling through art that’s meant to impress but doesn’t really do much for me.

    #OpticalIllusions
    #Art
    #BarcelonaArtist
    #Underwhelmed
    #Artworks
    I came across some optical illusion artworks that are apparently astonishing. Made by a talented artist in Barcelona, they’re supposed to make you gasp or something. Honestly, I just stared at them, feeling a bit underwhelmed. It’s cool, I guess? But, yeah, the excitement is kind of missing. Just another day scrolling through art that’s meant to impress but doesn’t really do much for me. #OpticalIllusions #Art #BarcelonaArtist #Underwhelmed #Artworks
    WWW.CREATIVEBLOQ.COM
    These astonishing optical illusion artworks made me gasp
    Based in Barcelona, this artist is seriously talented.
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  • Ah, the magical world of 3D printing! Who would have thought that the secrets of crafting quality cosplay props could be unlocked with just a printer and a little patience? It’s almost like we’re living in a sci-fi movie, but instead of flying cars and robot servants, we get to print our own Spider-Man masks and Thor's hammers. Because, let’s face it, who needs actual craftsmanship when you have a 3D printer and a dash of delusion?

    Picture this: You walk into a convention, proudly wearing your freshly printed Spider-Man mask—its edges rough and its colors a little off, reminiscent of the last time you tried your hand at a DIY project. You can almost hear the gasps of admiration from fellow cosplayers, or maybe that’s just them trying to suppress their laughter. But hey, you saved a ton of time with that “minimal post-processing”! Who knew that “minimal” could also mean “looks like it was chewed up by a printer that’s had one too many?”

    And let’s not forget about Thor’s hammer, Mjölnir. Because nothing says “God of Thunder” quite like a clunky piece of plastic that could double as a doorstop. The best part? You can claim it’s a unique interpretation of Asgardian craftsmanship. Who needs authenticity when you have the power of 3D printing? Just make sure to avoid any actual thunder storms—after all, we wouldn’t want your new prop to melt in the rain, or worse, have it be mistaken for a water gun!

    Now, if you’re worried about how long it takes to print your masterpiece, fear not! You can always get lost in the mesmerizing whirl of the printer’s head, contemplating the deeper meaning of life while waiting for hours to see if your creation will actually resemble the image you downloaded from the internet. Spoiler alert: it probably won’t, but that’s part of the fun, right?

    Oh, and let’s not forget the joy of explaining to your friends that you “crafted” these pieces with care, while they’re blissfully unaware that you merely pressed a few buttons and hoped for the best. After all, why invest time in traditional crafting techniques when you can embrace the magic of technology?

    So, grab your 3D printer and let your imagination run wild! Who needs actual skills when you can print your dreams, layer by layer, with a side of mediocre results? Just remember, in the world of cosplay, it’s not about the journey; it’s about how many likes you can get on that Instagram post of you holding your half-finished Thor’s hammer like it’s the Holy Grail of cosplay.

    #3DPrinting #CosplayProps #SpiderMan #ThorsHammer #DIYDelusions
    Ah, the magical world of 3D printing! Who would have thought that the secrets of crafting quality cosplay props could be unlocked with just a printer and a little patience? It’s almost like we’re living in a sci-fi movie, but instead of flying cars and robot servants, we get to print our own Spider-Man masks and Thor's hammers. Because, let’s face it, who needs actual craftsmanship when you have a 3D printer and a dash of delusion? Picture this: You walk into a convention, proudly wearing your freshly printed Spider-Man mask—its edges rough and its colors a little off, reminiscent of the last time you tried your hand at a DIY project. You can almost hear the gasps of admiration from fellow cosplayers, or maybe that’s just them trying to suppress their laughter. But hey, you saved a ton of time with that “minimal post-processing”! Who knew that “minimal” could also mean “looks like it was chewed up by a printer that’s had one too many?” And let’s not forget about Thor’s hammer, Mjölnir. Because nothing says “God of Thunder” quite like a clunky piece of plastic that could double as a doorstop. The best part? You can claim it’s a unique interpretation of Asgardian craftsmanship. Who needs authenticity when you have the power of 3D printing? Just make sure to avoid any actual thunder storms—after all, we wouldn’t want your new prop to melt in the rain, or worse, have it be mistaken for a water gun! Now, if you’re worried about how long it takes to print your masterpiece, fear not! You can always get lost in the mesmerizing whirl of the printer’s head, contemplating the deeper meaning of life while waiting for hours to see if your creation will actually resemble the image you downloaded from the internet. Spoiler alert: it probably won’t, but that’s part of the fun, right? Oh, and let’s not forget the joy of explaining to your friends that you “crafted” these pieces with care, while they’re blissfully unaware that you merely pressed a few buttons and hoped for the best. After all, why invest time in traditional crafting techniques when you can embrace the magic of technology? So, grab your 3D printer and let your imagination run wild! Who needs actual skills when you can print your dreams, layer by layer, with a side of mediocre results? Just remember, in the world of cosplay, it’s not about the journey; it’s about how many likes you can get on that Instagram post of you holding your half-finished Thor’s hammer like it’s the Holy Grail of cosplay. #3DPrinting #CosplayProps #SpiderMan #ThorsHammer #DIYDelusions
    How to 3D print cosplay props: From Spider-Man masks to Thor's hammer
    Start crafting quality cosplay props with minimal post-processing.
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  • The Latest Research on Climate Finance

    SSRN

    The Latest Research on Climate Finance

    This list includes a selection of the latest research on climate finance posted to SSRN in 2025.

    Climate Risk and Collateral Misreporting by Dongxiao Niu, Nils Kok, Juan Palacios, & Siqi ZhengNature and Climate Risk in Asset Prices by Chiara Colesanti Senni, Skand Goel, & Markus LeippoldAn Empirical Examination of Business Climate Alliances: Effective and/or Harmful? by Matteo Gasparini& Peter TufanoReal-Time Climate Controversy Detection by David Jaggi, Nicolas Jamet, Markus Leippold, & Tingyu YuFirm-Level Nature Dependence by Alexandre Garel, Arthur Romec, Zacharias Sautner, & Alexander F. WagnerCreditworthy: Do Climate Change Risks Matter for Sovereign Credit Ratings? by Lorenzo Cappiello, Gianluigi Ferrucci, Angela Maddaloni, & Veronica VeggenteCorporate Nature Risk Perceptions by Snorre Gjerde, Zacharias Sautner, Alexander F. Wagner, & Alexis WegerichHow to Deliver Mega-Scale Investment in Climate Infrastructure by Carter Casady& Ashby MonkClimate Boards: Do Natural Disaster Experiences Make Directors More Prosocial? by Sehoon Kim, Bernadette A. Minton, & Rohan WilliamsonA Critique of the Apocalyptic Climate Narrative by Harry DeAngelo& Judith CurryIntermediaries and Emissions Disclosures by Rongchen LiThe Natural Language of Finance by Gerard Hoberg& Asaf ManelaThe Influence of the “Environmentally-friendly” Character Through Asymmetries on Market Crash Price of Risk in Major Stock Sectors by Konstantinos A. Dimitriadis, Demetris Koursaros, & Christos S. SavvaDirty Business: Transition Risk of Factor Portfolios by Ravi Jagannathan, Iwan Meier, & Valeri SokolovskiOut of the Light, Into the Dark: How ‘Shadow Carbon Financing’ Hampers the Green Transition and Increases Climate-related Systemic Risk by Simon Schairer, Jan Fichtner, Riccardo Baioni, David Pereira de Castro, Nicolás Aguila, Janina Urban, Paula Haufe, & Joscha WullweberTo read more research on Climate Finance, subscribe to SSRN’s Climate Finance eJournal or view other papers here.
    #latest #research #climate #finance
    The Latest Research on Climate Finance
    SSRN The Latest Research on Climate Finance This list includes a selection of the latest research on climate finance posted to SSRN in 2025. Climate Risk and Collateral Misreporting by Dongxiao Niu, Nils Kok, Juan Palacios, & Siqi ZhengNature and Climate Risk in Asset Prices by Chiara Colesanti Senni, Skand Goel, & Markus LeippoldAn Empirical Examination of Business Climate Alliances: Effective and/or Harmful? by Matteo Gasparini& Peter TufanoReal-Time Climate Controversy Detection by David Jaggi, Nicolas Jamet, Markus Leippold, & Tingyu YuFirm-Level Nature Dependence by Alexandre Garel, Arthur Romec, Zacharias Sautner, & Alexander F. WagnerCreditworthy: Do Climate Change Risks Matter for Sovereign Credit Ratings? by Lorenzo Cappiello, Gianluigi Ferrucci, Angela Maddaloni, & Veronica VeggenteCorporate Nature Risk Perceptions by Snorre Gjerde, Zacharias Sautner, Alexander F. Wagner, & Alexis WegerichHow to Deliver Mega-Scale Investment in Climate Infrastructure by Carter Casady& Ashby MonkClimate Boards: Do Natural Disaster Experiences Make Directors More Prosocial? by Sehoon Kim, Bernadette A. Minton, & Rohan WilliamsonA Critique of the Apocalyptic Climate Narrative by Harry DeAngelo& Judith CurryIntermediaries and Emissions Disclosures by Rongchen LiThe Natural Language of Finance by Gerard Hoberg& Asaf ManelaThe Influence of the “Environmentally-friendly” Character Through Asymmetries on Market Crash Price of Risk in Major Stock Sectors by Konstantinos A. Dimitriadis, Demetris Koursaros, & Christos S. SavvaDirty Business: Transition Risk of Factor Portfolios by Ravi Jagannathan, Iwan Meier, & Valeri SokolovskiOut of the Light, Into the Dark: How ‘Shadow Carbon Financing’ Hampers the Green Transition and Increases Climate-related Systemic Risk by Simon Schairer, Jan Fichtner, Riccardo Baioni, David Pereira de Castro, Nicolás Aguila, Janina Urban, Paula Haufe, & Joscha WullweberTo read more research on Climate Finance, subscribe to SSRN’s Climate Finance eJournal or view other papers here. #latest #research #climate #finance
    BLOG.SSRN.COM
    The Latest Research on Climate Finance
    SSRN The Latest Research on Climate Finance This list includes a selection of the latest research on climate finance posted to SSRN in 2025. Climate Risk and Collateral Misreporting by Dongxiao Niu (Massachusetts Institute of Technology), Nils Kok (Maastricht University), Juan Palacios (Maastricht University), & Siqi Zheng (Massachusetts Institute of Technology) Nature and Climate Risk in Asset Prices by Chiara Colesanti Senni (University of Zurich), Skand Goel, & Markus Leippold (University of Zurich) An Empirical Examination of Business Climate Alliances: Effective and/or Harmful? by Matteo Gasparini (Harvard Business School) & Peter Tufano (Harvard Business School) Real-Time Climate Controversy Detection by David Jaggi (Zurich University of Applied Sciences), Nicolas Jamet (RAM Active Investment), Markus Leippold (University of Zurich), & Tingyu Yu (University of Zurich) Firm-Level Nature Dependence by Alexandre Garel (Audencia Business School), Arthur Romec (Toulouse Business School), Zacharias Sautner (European Corporate Governance Institute), & Alexander F. Wagner (University of Zurich) Creditworthy: Do Climate Change Risks Matter for Sovereign Credit Ratings? by Lorenzo Cappiello (European Central Bank), Gianluigi Ferrucci (European Central Bank), Angela Maddaloni (European Central Bank), & Veronica Veggente (Imperial College Business School) Corporate Nature Risk Perceptions by Snorre Gjerde (Norges Bank Investment Management), Zacharias Sautner (European Corporate Governance Institute), Alexander F. Wagner (European Corporate Governance Institute), & Alexis Wegerich (Norges Bank Investment Management) How to Deliver Mega-Scale Investment in Climate Infrastructure by Carter Casady (Stanford University) & Ashby Monk (Stanford University) Climate Boards: Do Natural Disaster Experiences Make Directors More Prosocial? by Sehoon Kim (University of Florida), Bernadette A. Minton (Ohio State University), & Rohan Williamson (Georgetown University) A Critique of the Apocalyptic Climate Narrative by Harry DeAngelo (University of Southern California) & Judith Curry (Georgia Institute of Technology) Intermediaries and Emissions Disclosures by Rongchen Li (Columbia Business School) The Natural Language of Finance by Gerard Hoberg (University of Southern California) & Asaf Manela (Washington University in St. Louis) The Influence of the “Environmentally-friendly” Character Through Asymmetries on Market Crash Price of Risk in Major Stock Sectors by Konstantinos A. Dimitriadis (Mesoyios College), Demetris Koursaros (Cyprus University of Technology), & Christos S. Savva (Cyprus University of Technology) Dirty Business: Transition Risk of Factor Portfolios by Ravi Jagannathan (Northwestern University), Iwan Meier (HEC Montreal), & Valeri Sokolovski (University of Alberta) Out of the Light, Into the Dark: How ‘Shadow Carbon Financing’ Hampers the Green Transition and Increases Climate-related Systemic Risk by Simon Schairer (University of Witten/Herdecke), Jan Fichtner (University of Witten/Herdecke), Riccardo Baioni (University of Witten/Herdecke), David Pereira de Castro (Copenhagen Business School), Nicolás Aguila (University of Witten/Herdecke), Janina Urban (University of Witten/Herdecke), Paula Haufe (University of Witten/Herdecke), & Joscha Wullweber (University of Witten/Herdecke) To read more research on Climate Finance, subscribe to SSRN’s Climate Finance eJournal or view other papers here.
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  • At the Bitcoin Conference, the Republicans were for sale

    “I want to make a big announcement,” said Faryar Shirzad, the chief policy officer of Coinbase, to a nearly empty room. His words echoed across the massive hall at the Bitcoin Conference, deep in the caverns of The Venetian Expo in Las Vegas, and it wasn’t apparent how many people were watching on the livestream. Then again, somebody out there may have been interested in the panelists he was interviewing, one of whom was unusual by Bitcoin Conference standards: Chris LaCivita, the political consultant who’d co-chaired Donald Trump’s 2024 presidential campaign. “I am super proud to say it on this stage,” Shirzad continued, addressing the dozens of people scattered across 5,000 chairs. “We have just become a major sponsor of the America250 effort.” My jaw dropped. Coinbase, the world’s largest crypto exchange, the owner of 12 percent of the world’s Bitcoin supply, and listed on the S&P 500, was paying for Trump to hold a military parade.No wonder they made the announcement in an empty room. Today was “Code and Country”: an entire day of MAGA-themed panels on the Nakamoto Main Stage, full of Republican legislators, White House officials, and political operatives, all of whom praised Trump as the savior of the crypto world. But Code and Country was part of Industry Day, which was VIP only and closed to General Admission holders — the people with the tickets, who flocked to the conference seeking wisdom from brilliant technologists and fabulously wealthy crypto moguls, who believed that decentralized currency on a blockchain could not be controlled by government authoritarians. They’d have drowned Shirzad in boos if they saw him give money to Donald Trump’s campaign manager, and they would have stormed the Nakamoto stage if they knew the purpose of America250. America250 is a nonprofit established by Congress during Barack Obama’s presidency with a mundane mission: to plan the nationwide festivities for July 4th, 2026, the 250th anniversary of the signing of the Declaration of Independence. “Who remembers the Bicentennial in 1976?” the co-chair, former U.S. Treasurer Rosie Rios, asked the crowd. “I remember it like it was yesterday, and this one is going to be bigger and better.” But then Trump got re-elected, appointed LaCivita as co-chair, and suddenly, the party was starting earlier. The week before the conference, America250 announced that it would host a “Grand Military Parade” on June 14th to celebrate the U.S. Army’s 250th birthday, releasing tickets for prime seats along the parade route and near the Washington Monument on their website, hosting other festivities on the National Mall, and credentialing the press covering the event.According to the most recent statements from Army officials, the parade will include hundreds of cannons, dozens of Black Hawk and Chinook helicopters, fighter jets, bombers, and 150 military vehicles, including Bradley Fighting Vehicles, Stryker Fighting Vehicles, Humvees, and if the logistics work out, 25M1 Abrams tanks. Trump had spent years trying to get the government to throw a military parade — primarily because he’d attended a Bastille Day parade in France and became jealous — and now that he was back in office, he’d finally eliminated everyone in the government who previously told him that the budget didn’t exist for such a parade, that the tank treads would ruin the streets and collapse the bridges, that the optics of tanks, guns and soldiers marching down Constitution Avenue were too authoritarian and fascist. June 14th also happens to be Donald Trump’s birthday.And Coinbase, whose CEO once told his employees to stop bringing politics into the workplace, was now footing the bill — if not for this military parade watch party, then for the one inevitably happening next year, when America actually turns 250, or any other festivities between now and then that may or may not fall on Trump’s birthday.I had to keep reminding myself that I was at the Bitcoin Conference. I’d been desperately looking for the goofy, degenerate party vibes that my coworkers who’d covered previous crypto conferences told me about: inflated swans with QR codes. Multimillionaires strolling around the Nakamoto Stage in shiba inu pajamas. Folks who communicated in memes and acronyms. Celebrity athletes who were actual celebrities. “Bitcoin yoga,” whatever that was. Afterparties with drugs, lots of drugs, and probably the mind-bending designer kind. And hey, Las Vegas was the global capital of goofy, degenerate partying. But no, I was stuck in a prolonged flashback to every single Republican event I’ve covered over the past ten years – Trump rallies, conservative conferences, GOP conventions, and MAGA fundraisers, with Lee Greenwood’s “God Bless the USA” playing on an endless loop. There was an emcee endlessly praising Trump, encouraging the audience to clap for Trump, and reminding everyone about how great it was that Trump spoke at the Conference last year, which all sounds even stranger when said in an Australian accent. In addition to LaCivita, there were four GOP Congressmen, four GOP Senators, one Trump-appointed SEC Commissioner, one Treasury Official, two senior White House officials, and two of Trump’s sons. All of them, too, spent time praising Trump as the first “crypto president.”The titles of the panels seemed to be run through some sort of MAGA generative AI system: The Next Golden Age of America. The American Super Grid. Making America the Global Bitcoin Superpower. The New Declaration of Independence: Bitcoin and the Path Out of the U.S. National Debt Crisis.Uncancleable: Bitcoin, Rumble & Free Speech Technology.The only difference was that this MAGA conference was funded by crypto. And if crypto was paying for a MAGA conference, and they had to play “God Bless the USA,” they were bringing in a string quartet.Annoyed that I had not yet seen a single Shiba Inu — no, Jim Justice’s celebrity bulldog was not the same thing — I left Nakamoto and went back to the press area. It hadn’t turned into Fox News yet, but I could see MAGA’s presence seeping into the world of podcasters and vloggers. A Newsmax reporterwas interviewing White House official Bo Hines, right before he was hustled onstage for a panel with a member of the U.S. Treasury. Soon, Rep. Byron Donaldswas doing an interview gauntlet while his senior aides stood by, one wearing a pink plaid blazer that could have easily been Brooks Brothers. Over on the Genesis Stage, the CEO of PragerU, a right wing media company that attacks higher education, was interviewing the CEO of the 1792 Exchange, a right-wing nonprofit that attacks companies for engaging in “woke business practices” such as diversity initiatives.I walked into the main expo center, past a crypto podcaster in a sequined bomber jacket talking to a Wall Street Journal reporter. For some reason, his presence was a relief. Even though he was clearly a Trump supporter — his jacket said TRUMP: THE GOLDEN AGE on the back — there was something more janky and homegrown, less corporate, about him. But the moment I looked up and saw a massive sign that said STEAKTOSHI, the unease returned. A ghoulish-looking group of executives from Steak ‘n Shake, the fast food company with over 450 locations across the globe, had gathered under the sign in a replica of the restaurant. They were selling jars of beef tallow, with a choice of grass-fed or Wagyu, and giving out a MAKE FRYING OIL TALLOW AGAIN hat with every purchase an overt embrace of the right-wing conspiracy that cooking with regular seed oils would lower one’s testosterone.Andrew Gordon, the head of Main Street Crypto PAC, had been to five previous Bitcoin Conferences and worked on crypto tax policy since 2014. He’d seen Trump speak at the last conference in Nashville during the election, and the audience – not typically unquestioning MAGA superfans – had melted into adoring goo in Trump’s presence. But now that Trump was using his presidential powers to establish a Bitcoin reserve, roll back federal investigations into crypto companies, and order massive changes to financial regulatory policies — in short, changing the entire market on crypto’s behalf with the stroke of a pen — Gordon clocked a notable vibe shift this year. “There are people wearing suits at a Bitcoin conference,” he told me wryly back in the press lounge.. The change wasn’t due to a new breed of Suit People flooding in. It was the Bitcoin veterans the ones who’d been coming to the conference for years, dressed in loud Versace jackets or old holey t-shirts – who were now in business attire. “They’re now recognizing the level of formality and how serious it is.”According to the Bitcoin Conference organizers, out of the 35,000-plus attendees in Vegas this year, 17.1 percent of them were categorized as “institutional and corporate decision-makers” — a vague way to describe politicians, corporate executives, and the rest of the C-suite world. Whenever they weren’t speaking onstage, they were conducting interviews with outlets hand-selected from dozens of media requests that had been filtered through the conference organizers, or in Q&A sessions with people who’d bought the Whale Pass and could access the VIP Lounge.They were sidebarring with crypto CEOs outside the conference for round tables, privately meeting Senators for lunch and White House officials for dinner. Gordon himself had just held a private breakfast for industry insiders, with GOP Senators Marsha Blackburn and Cynthia Lummis as special guests. And for the very, very wealthy, MAGA Inc., Trump’s primary super PAC, was holding a fundraising dinner in Vegas that night, with Vance, Don Jr., and Eric Trump in attendance. That ticket, according to The Washington Post, cost million per person.It was the kind of amoral, backroom behavior that would have sent the General Admission attendees into a rage — and they did the next day, when the convention opened to them. During one extremely packed talk at the Genesis Stage called Are Bitcoiners Becoming Sycophants of the State?, a moderator asked the four panelists what they’d like to say to Vance and Sacks and all the politicians who’d been there yesterday. And Erik Cason erupted.“‘What you’re doing is actually immoral and bad. You hurt people. You actively want to use the state to implement violence against others.’ 
That’s like, fucked up and wrong,” said Cason, the author of “Cryptosovereignty,” to a crowd of hundreds. “If you personally wanna like, go to Yemen and try to stab those people, that’s on you. But asking other people to go do that – it is a fucked up and terrible thing.” He grew more heated. “And also fuck you. You’re not, like, a king. You’re supposed to be liable to the law, too. 
And I don’t appreciate you trying to think that that you just get to advance the state however the fuck you want, because you have power.”“These are the violent thugs who killed hundreds of millions of people over the last century,” agreed Bruce Fenton of Chainstone Labs. “They have nothing on us. All we wanna do is run some code and trade it around our nerd money. Leave us alone.”The audience burst into cheers and applause. Bitcoin was the promise of freedom from the government, who’d murdered and stolen and tried to control their lives, and now that their wealth was on the blockchain, no one could take their sovereignty. “Personally, I don’t really care what theythink,” said American HODL, whose title on the conference site was “guy with 6.15 bitcoin,” the derision clear in his voice. “They are employees who work for us, so their thoughts and opinions on the matter are irrelevant. Do what the fuck we tell you to do.
 I don’t work for you. I’m not underneath you. You’re underneath me.” But the politicians weren’t going to listen to them, much less talk to them. The politicians spent the conference surrounded by aides and security who stopped people from approaching – I’m sorry, the Senator has to leave for an engagement now – or safely inside the VIP rooms with the -dollar Whale Pass holders and the million-dollar donors. By the time American HODL said that the politicians worked for him, they were on flights out of Vegas, having gotten what they wanted from Code and Country, an event that was closed to General Admission pass holders.Coinbase’s executives were at Code and Country, however. Coinbase held over 984,000 Bitcoin, more coins than American HODL could mine in a lifetime. And Coinbase was now a sponsor of Donald Trump’s birthday military parade. The Nakamoto Stage during Code + Country at the Bitcoin Conference.After David Sacks and the Winklevoss twins finished explaining how Trump had saved the crypto industry from Sen. Elizabeth Warren, I was jonesing for a drink. A few other reporters on the ground had told me about “Code, Country and Cocktails,” the America250 afterparty held at the Ayu Dayclub at Resort World, and I signed up immediately. Reporters at past Bitcoin Conferences had promised legendary side-event depravity, and I hoped I would find it there. As I entered the lush, tropical nightclub, I saw two white-gloved hands sticking out the side of the wall, each holding a glass of champagne at crotch level. I reached out for a flute, thinking it was maybe just a fucked-up piece of art, and gasped as the hand let go of the stem, disappeared into the hole, and emerged seconds later with another full champagne glass. Past the champagne glory hole wall — there was really no other way to describe it — was a massive outdoor swimming pool, surrounded by chefs serving up endless portions of steak frites, unguarded magnums of Moët casually stacked in ice buckets, the professional Beautiful Women of Las Vegas draped around Peter Schiff, the famous economist/podcaster/Bitcoin skeptic. When not booked for private events, the crescent-shaped pool at Ayu would be filled with drunk people in swim suits, dancing to DJ Kaskade. No one was in the pool tonight. Depravity was not happening here. In fact, there was more networking going on than partying, and it was somehow more engaging than Bone Thugs-N-Harmony suddenly appearing onstage to perform. And it was distinctly not just about making money in crypto. A good percentage of this crowd wore some derivative of a MAGA hat, and anyone who could show off their photos of them with Trump did so. This, I realized, was how crypto bros did politics — a new game for them, where success and influence was not necessarily quantifiable. “Crypto got Trump elected,” Greg Grseziak, an agent who manages crypto influencers, told me, showing me his Trump photo opp. “In four years, this is going to be the biggest event in the presidential race.”Grzesiak walked off to do more networking, I finished my glory hole champagne, and in the meantime, Bone Thugs had started performing “East 1999”. A fellow reporter leaned over. “Who do you think those guys are?” he asked, pointing to a group of extremely tall white men in suits and lanyards, standing behind a velvet rope to the left of the stage.I walked over to investigate. They looked like the group of Steak ‘n Shake executives I met at the Expo Hall — the ones with the beef tallow jars and derivative MAGA hats — and they were lurking next to the stage, watching the rappers like vultures but barely moving to the music. This scene was too preposterous to actually be real: Steak ‘n Shake executives, at the Bitcoin Conference, attending a party for America250, in the VIP section, during a Bone Thugs-n-Harmony set? “Shout out to Steak ‘n Shake for being the first fast food restaurant to accept Bitcoin!” announced one of the Bones. The company logo appeared on a screen above his head.No flashy Vegas magiccould mask what I just saw. This party was co-sponsored by a MAGA-branded fast-food chain owned by Sardar Biglari, a businessman who had purchased Maxim, became its editor-in-chief, and used the smutty magazine to endorse Trump in 2024. So was Frax, the stablecoin exchange, and Exodus, one of the biggest crypto wallet companies in the market. Bitcoin Magazine’s logo flashed across the stage at one point, as editor-in-chief David Bailey, in his own derivative MAGA hat, tried to hype up the crowd for J.D. Vance’s speech the next day.For some unknown reason, these companies were all putting their money into America250, and as I had to keep reminding myself, America250 — the government nonprofit in charge of planning the country’s celebrations of the 250th anniversary of the Declaration’s signing — was currently working to get tanks in the streets of Washington DC for Donald Trump’s birthday. I went for one last champagne flute from the glory hole, just for the novelty, and as the hand disappeared back into the wall, I caught something I’d missed earlier: above the hole was a logo for TRON, the blockchain exchange run by billionaire Justin Sun. He had faced several fraud investigations from the SEC that magically disappeared after he invested million in a Trump family crypto company, and seemed more than happy to keep throwing crypto money at Trump. Recently, he won the $TRUMP meme coin dinner, spending over million on the token in exchange for a private and controversial dinner with the president.TRON was also cosponsoring the America250 party.Earlier, I’d run into the Australian emcee in the elevator of The Palazzo. She’d spent the day teetering across the Nakamoto Stage in dainty kitten heels, a pinstriped blazer and miniskirt suit set, and given the gratuitous Trump praising and the fact she was blonde, I had stereotyped her as MAGA to the core. But the program was over and she was holding her heels by their ankle straps, barefoot and sighing in relief. This was not her usual style, she told an attendee. She’d take a pair of sneakers over heels if she could. But the conference organizers had told her to dress up because there were senators in attendance. “Tomorrow, the real Bitcoiners are coming,” she said, and she’d get to wear flat shoes. And the next morning, on the day of Vance’s speech, I found myself stuck outside the conference with the “real Bitcoiners.” In spite of all the emails that the conference had sent me reminding me of how strict security measures would be, possibly to overcorrect from last year’s utter shitshow around Trump’s appearance, I’d woken up too late, eaten my bagel too leisurely, got sidetracked by a police officer-turned-Bitcoin investor excited I was wearing orange, and barely missed the cutoff for the Secret Service to let me in. But the conference had set up televisions with a live feed of Vance’s speech, and the rest of the general admission attendees were remarkably chill about it, opting to mingle in the hallways until the Secret Service left. I found myself in a smaller crowd near the expo hall door, next to a young man carrying a live miniature Shiba Inu, and the podcaster I’d seen earlier in the sequined bomber jacket. He introduced himself as Action CEO, and with nothing else to do but wait — “You can watch thereplay,” he reassured me, “these events are mainly about networking” — we got to talking. “I’m actually excited that Trump isn’t even here, I’ll be honest with you,” he said, speaking with a rapid cadence. Trump was ultimately just one guy, and the fact that he sent his underlings and political allies — the ones who could actually implement his grand promises for the crypto industry — proved he hadn’t just been paying lip service. That said, it had come with some uncomfortable changes, including the re-emergence of Justin Sun. “It’s a little bit concerning when you say, All right, we don’t care what you did in the past. Come on out, clean slate,” he continued. “That’s the concern right now for most people. Seeing people that did wrong by the space coming back and acting like nothing happened? That’s a little concerning.” And not just that: Sun was back in the United States, having dinner with Trump, and giving him millions of dollars. “If you’re sitting in a room and having a conversation, people are literally gonna go, yeah, it’s kind of sketch that this guy is back here after everything that’s happened. You’re not gonna see it published, because it’s not a popular opinion, but we’re all definitely talking about it.” If Action’s friends weren’t comfortable talking about it openly, that fraudsters with enough money were suddenly back in the mix, it was certainly not the kind of conversation the CEOs were going to have in front of the General Admission crowd.But behind closed doors — or at least at the Code and Country panels, where the base pass attendees couldn’t boo them — they gave a sense of what their backroom conversations with the Trump administration did look like.“I was actually at a dinner last night and one of the things that someone from the admin said was, What if we give you guys everything you want and then you guys forget? Because there’s midterms in 2026, and hopefully 2028, and beyond,” said Sam Kazemian, the founder and CEO of Frax, which had sponsored the America250 party. “But one of the things I said was: We as an industry are very, very loyal. The crypto community has a very, very, very strong memory. And once this industry is legalized, is transparent, is safe, all of the big players understand that this wasn’t possible without this administration, this Congress, this Senate. We’re lifelong, career-long allies.”“Loyalty” is a dangerous concept with this president, who’s cheated on his three wives, stopped paying the legal fees for employees who’d taken the fall for him, ended the careers of sympathetic MAGA Republicans for insufficiently coddling him, withdrew security for government employees experiencing death threats for the sin of contradicting him in public by citing facts. It was only weeks ago that he and Vance were publicly screaming at Ukrainian president Volodymyr Zelensky, who was at the White House to request more aid in the war against Russia, for not saying “thank you” in front of the cameras. It would be less than a week before he began threatening to cancel all of Elon Musk’s government contracts when the billionaire criticized the size of Trump’s budget, even though Musk had given him millions and helped him purge the government. And if you were to find a photo of any political leader, billionaire or CEO standing vacant-eyed next to Trump and shaking his hand, the circumstances are practically a given: they had recently made him unhappy, either for criticizing him, making an imagined slight, or simply asserting themselves. The only way they could avoid public humiliation, or their businesses being crushed via executive order, was to go to Mar-a-Lago, tell the world that the president was wonderful, and underwrite a giant party for his birthday military parade. Maybe Kazemian knew he was being tested, or maybe the 32-year old Ron Paul superfan had no idea what the administration was asking of him. Either way, he responded correctly. At least one person at the conference was thinking about ways that the government could betray the Bitcoin community. As the panel on Bitcoiners becoming sycophants of the state wrapped up, and the other panelists finished telling the government pigs to go fuck themselves and keep their hands off their nerd money, the moderator turned to Casey Rodarmor, a software engineer-turned-crypto influencer, for the last question: “Tell everyone here why Bitcoin wins, regardless of what happens.”“Oh, man, I don’t know if Bitcoin wins, regardless of what happens,” he responded, frowning. He had already gamed out one feasible situation where Bitcoin lost: “If we all of a sudden saw a very rapid inflation in a lot of fiat currencies, and there was a plausible scapegoat in Bitcoin all over the world, and they were able to make a sort of marketing claim that Bitcoin is causing this — Bitcoin is making your savings go to zero, it’s causing this carnage to the economy — 
If that happens worldwide, I think that’s really scary.” The moderator froze, the crowd murmured nervously, and I thought about the number of times Trump had blamed a group of people for problems they’d never caused. An awful lot of them were now being deported. “I take that seriously,” Rodarmor continued. “I don’t know that Bitcoin will succeed. I think that Bitcoin is incredibly strong, it’s incredibly difficult to fuck up. But in that case… man, I don’t know.” I had asked Action CEO earlier if Kazemian, the Frax CEO, was right — if the crypto world was unquestioningly loyal to Trump, if their support of him was unconditional. “Oh, it’s definitely conditional,” he said without hesitation, as his Trump jacket glittered under the fluorescent lights. “It’s a matter of, are you going to be doing the right things by us, by the people who are here?” We walked down the expo hall, past booths promising life-changing technological marvels, alongside thousands of people flooding into Nakamoto Hall, ready to learn how to become unfathomably rich, who paid to be there.The audience of “Are Bitcoiners Becoming Sychophants of the State?”, Day Two of the Bitcoin ConferenceSee More:
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    At the Bitcoin Conference, the Republicans were for sale
    “I want to make a big announcement,” said Faryar Shirzad, the chief policy officer of Coinbase, to a nearly empty room. His words echoed across the massive hall at the Bitcoin Conference, deep in the caverns of The Venetian Expo in Las Vegas, and it wasn’t apparent how many people were watching on the livestream. Then again, somebody out there may have been interested in the panelists he was interviewing, one of whom was unusual by Bitcoin Conference standards: Chris LaCivita, the political consultant who’d co-chaired Donald Trump’s 2024 presidential campaign. “I am super proud to say it on this stage,” Shirzad continued, addressing the dozens of people scattered across 5,000 chairs. “We have just become a major sponsor of the America250 effort.” My jaw dropped. Coinbase, the world’s largest crypto exchange, the owner of 12 percent of the world’s Bitcoin supply, and listed on the S&P 500, was paying for Trump to hold a military parade.No wonder they made the announcement in an empty room. Today was “Code and Country”: an entire day of MAGA-themed panels on the Nakamoto Main Stage, full of Republican legislators, White House officials, and political operatives, all of whom praised Trump as the savior of the crypto world. But Code and Country was part of Industry Day, which was VIP only and closed to General Admission holders — the people with the tickets, who flocked to the conference seeking wisdom from brilliant technologists and fabulously wealthy crypto moguls, who believed that decentralized currency on a blockchain could not be controlled by government authoritarians. They’d have drowned Shirzad in boos if they saw him give money to Donald Trump’s campaign manager, and they would have stormed the Nakamoto stage if they knew the purpose of America250. America250 is a nonprofit established by Congress during Barack Obama’s presidency with a mundane mission: to plan the nationwide festivities for July 4th, 2026, the 250th anniversary of the signing of the Declaration of Independence. “Who remembers the Bicentennial in 1976?” the co-chair, former U.S. Treasurer Rosie Rios, asked the crowd. “I remember it like it was yesterday, and this one is going to be bigger and better.” But then Trump got re-elected, appointed LaCivita as co-chair, and suddenly, the party was starting earlier. The week before the conference, America250 announced that it would host a “Grand Military Parade” on June 14th to celebrate the U.S. Army’s 250th birthday, releasing tickets for prime seats along the parade route and near the Washington Monument on their website, hosting other festivities on the National Mall, and credentialing the press covering the event.According to the most recent statements from Army officials, the parade will include hundreds of cannons, dozens of Black Hawk and Chinook helicopters, fighter jets, bombers, and 150 military vehicles, including Bradley Fighting Vehicles, Stryker Fighting Vehicles, Humvees, and if the logistics work out, 25M1 Abrams tanks. Trump had spent years trying to get the government to throw a military parade — primarily because he’d attended a Bastille Day parade in France and became jealous — and now that he was back in office, he’d finally eliminated everyone in the government who previously told him that the budget didn’t exist for such a parade, that the tank treads would ruin the streets and collapse the bridges, that the optics of tanks, guns and soldiers marching down Constitution Avenue were too authoritarian and fascist. June 14th also happens to be Donald Trump’s birthday.And Coinbase, whose CEO once told his employees to stop bringing politics into the workplace, was now footing the bill — if not for this military parade watch party, then for the one inevitably happening next year, when America actually turns 250, or any other festivities between now and then that may or may not fall on Trump’s birthday.I had to keep reminding myself that I was at the Bitcoin Conference. I’d been desperately looking for the goofy, degenerate party vibes that my coworkers who’d covered previous crypto conferences told me about: inflated swans with QR codes. Multimillionaires strolling around the Nakamoto Stage in shiba inu pajamas. Folks who communicated in memes and acronyms. Celebrity athletes who were actual celebrities. “Bitcoin yoga,” whatever that was. Afterparties with drugs, lots of drugs, and probably the mind-bending designer kind. And hey, Las Vegas was the global capital of goofy, degenerate partying. But no, I was stuck in a prolonged flashback to every single Republican event I’ve covered over the past ten years – Trump rallies, conservative conferences, GOP conventions, and MAGA fundraisers, with Lee Greenwood’s “God Bless the USA” playing on an endless loop. There was an emcee endlessly praising Trump, encouraging the audience to clap for Trump, and reminding everyone about how great it was that Trump spoke at the Conference last year, which all sounds even stranger when said in an Australian accent. In addition to LaCivita, there were four GOP Congressmen, four GOP Senators, one Trump-appointed SEC Commissioner, one Treasury Official, two senior White House officials, and two of Trump’s sons. All of them, too, spent time praising Trump as the first “crypto president.”The titles of the panels seemed to be run through some sort of MAGA generative AI system: The Next Golden Age of America. The American Super Grid. Making America the Global Bitcoin Superpower. The New Declaration of Independence: Bitcoin and the Path Out of the U.S. National Debt Crisis.Uncancleable: Bitcoin, Rumble & Free Speech Technology.The only difference was that this MAGA conference was funded by crypto. And if crypto was paying for a MAGA conference, and they had to play “God Bless the USA,” they were bringing in a string quartet.Annoyed that I had not yet seen a single Shiba Inu — no, Jim Justice’s celebrity bulldog was not the same thing — I left Nakamoto and went back to the press area. It hadn’t turned into Fox News yet, but I could see MAGA’s presence seeping into the world of podcasters and vloggers. A Newsmax reporterwas interviewing White House official Bo Hines, right before he was hustled onstage for a panel with a member of the U.S. Treasury. Soon, Rep. Byron Donaldswas doing an interview gauntlet while his senior aides stood by, one wearing a pink plaid blazer that could have easily been Brooks Brothers. Over on the Genesis Stage, the CEO of PragerU, a right wing media company that attacks higher education, was interviewing the CEO of the 1792 Exchange, a right-wing nonprofit that attacks companies for engaging in “woke business practices” such as diversity initiatives.I walked into the main expo center, past a crypto podcaster in a sequined bomber jacket talking to a Wall Street Journal reporter. For some reason, his presence was a relief. Even though he was clearly a Trump supporter — his jacket said TRUMP: THE GOLDEN AGE on the back — there was something more janky and homegrown, less corporate, about him. But the moment I looked up and saw a massive sign that said STEAKTOSHI, the unease returned. A ghoulish-looking group of executives from Steak ‘n Shake, the fast food company with over 450 locations across the globe, had gathered under the sign in a replica of the restaurant. They were selling jars of beef tallow, with a choice of grass-fed or Wagyu, and giving out a MAKE FRYING OIL TALLOW AGAIN hat with every purchase an overt embrace of the right-wing conspiracy that cooking with regular seed oils would lower one’s testosterone.Andrew Gordon, the head of Main Street Crypto PAC, had been to five previous Bitcoin Conferences and worked on crypto tax policy since 2014. He’d seen Trump speak at the last conference in Nashville during the election, and the audience – not typically unquestioning MAGA superfans – had melted into adoring goo in Trump’s presence. But now that Trump was using his presidential powers to establish a Bitcoin reserve, roll back federal investigations into crypto companies, and order massive changes to financial regulatory policies — in short, changing the entire market on crypto’s behalf with the stroke of a pen — Gordon clocked a notable vibe shift this year. “There are people wearing suits at a Bitcoin conference,” he told me wryly back in the press lounge.. The change wasn’t due to a new breed of Suit People flooding in. It was the Bitcoin veterans the ones who’d been coming to the conference for years, dressed in loud Versace jackets or old holey t-shirts – who were now in business attire. “They’re now recognizing the level of formality and how serious it is.”According to the Bitcoin Conference organizers, out of the 35,000-plus attendees in Vegas this year, 17.1 percent of them were categorized as “institutional and corporate decision-makers” — a vague way to describe politicians, corporate executives, and the rest of the C-suite world. Whenever they weren’t speaking onstage, they were conducting interviews with outlets hand-selected from dozens of media requests that had been filtered through the conference organizers, or in Q&A sessions with people who’d bought the Whale Pass and could access the VIP Lounge.They were sidebarring with crypto CEOs outside the conference for round tables, privately meeting Senators for lunch and White House officials for dinner. Gordon himself had just held a private breakfast for industry insiders, with GOP Senators Marsha Blackburn and Cynthia Lummis as special guests. And for the very, very wealthy, MAGA Inc., Trump’s primary super PAC, was holding a fundraising dinner in Vegas that night, with Vance, Don Jr., and Eric Trump in attendance. That ticket, according to The Washington Post, cost million per person.It was the kind of amoral, backroom behavior that would have sent the General Admission attendees into a rage — and they did the next day, when the convention opened to them. During one extremely packed talk at the Genesis Stage called Are Bitcoiners Becoming Sycophants of the State?, a moderator asked the four panelists what they’d like to say to Vance and Sacks and all the politicians who’d been there yesterday. And Erik Cason erupted.“‘What you’re doing is actually immoral and bad. You hurt people. You actively want to use the state to implement violence against others.’ 
That’s like, fucked up and wrong,” said Cason, the author of “Cryptosovereignty,” to a crowd of hundreds. “If you personally wanna like, go to Yemen and try to stab those people, that’s on you. But asking other people to go do that – it is a fucked up and terrible thing.” He grew more heated. “And also fuck you. You’re not, like, a king. You’re supposed to be liable to the law, too. 
And I don’t appreciate you trying to think that that you just get to advance the state however the fuck you want, because you have power.”“These are the violent thugs who killed hundreds of millions of people over the last century,” agreed Bruce Fenton of Chainstone Labs. “They have nothing on us. All we wanna do is run some code and trade it around our nerd money. Leave us alone.”The audience burst into cheers and applause. Bitcoin was the promise of freedom from the government, who’d murdered and stolen and tried to control their lives, and now that their wealth was on the blockchain, no one could take their sovereignty. “Personally, I don’t really care what theythink,” said American HODL, whose title on the conference site was “guy with 6.15 bitcoin,” the derision clear in his voice. “They are employees who work for us, so their thoughts and opinions on the matter are irrelevant. Do what the fuck we tell you to do.
 I don’t work for you. I’m not underneath you. You’re underneath me.” But the politicians weren’t going to listen to them, much less talk to them. The politicians spent the conference surrounded by aides and security who stopped people from approaching – I’m sorry, the Senator has to leave for an engagement now – or safely inside the VIP rooms with the -dollar Whale Pass holders and the million-dollar donors. By the time American HODL said that the politicians worked for him, they were on flights out of Vegas, having gotten what they wanted from Code and Country, an event that was closed to General Admission pass holders.Coinbase’s executives were at Code and Country, however. Coinbase held over 984,000 Bitcoin, more coins than American HODL could mine in a lifetime. And Coinbase was now a sponsor of Donald Trump’s birthday military parade. The Nakamoto Stage during Code + Country at the Bitcoin Conference.After David Sacks and the Winklevoss twins finished explaining how Trump had saved the crypto industry from Sen. Elizabeth Warren, I was jonesing for a drink. A few other reporters on the ground had told me about “Code, Country and Cocktails,” the America250 afterparty held at the Ayu Dayclub at Resort World, and I signed up immediately. Reporters at past Bitcoin Conferences had promised legendary side-event depravity, and I hoped I would find it there. As I entered the lush, tropical nightclub, I saw two white-gloved hands sticking out the side of the wall, each holding a glass of champagne at crotch level. I reached out for a flute, thinking it was maybe just a fucked-up piece of art, and gasped as the hand let go of the stem, disappeared into the hole, and emerged seconds later with another full champagne glass. Past the champagne glory hole wall — there was really no other way to describe it — was a massive outdoor swimming pool, surrounded by chefs serving up endless portions of steak frites, unguarded magnums of Moët casually stacked in ice buckets, the professional Beautiful Women of Las Vegas draped around Peter Schiff, the famous economist/podcaster/Bitcoin skeptic. When not booked for private events, the crescent-shaped pool at Ayu would be filled with drunk people in swim suits, dancing to DJ Kaskade. No one was in the pool tonight. Depravity was not happening here. In fact, there was more networking going on than partying, and it was somehow more engaging than Bone Thugs-N-Harmony suddenly appearing onstage to perform. And it was distinctly not just about making money in crypto. A good percentage of this crowd wore some derivative of a MAGA hat, and anyone who could show off their photos of them with Trump did so. This, I realized, was how crypto bros did politics — a new game for them, where success and influence was not necessarily quantifiable. “Crypto got Trump elected,” Greg Grseziak, an agent who manages crypto influencers, told me, showing me his Trump photo opp. “In four years, this is going to be the biggest event in the presidential race.”Grzesiak walked off to do more networking, I finished my glory hole champagne, and in the meantime, Bone Thugs had started performing “East 1999”. A fellow reporter leaned over. “Who do you think those guys are?” he asked, pointing to a group of extremely tall white men in suits and lanyards, standing behind a velvet rope to the left of the stage.I walked over to investigate. They looked like the group of Steak ‘n Shake executives I met at the Expo Hall — the ones with the beef tallow jars and derivative MAGA hats — and they were lurking next to the stage, watching the rappers like vultures but barely moving to the music. This scene was too preposterous to actually be real: Steak ‘n Shake executives, at the Bitcoin Conference, attending a party for America250, in the VIP section, during a Bone Thugs-n-Harmony set? “Shout out to Steak ‘n Shake for being the first fast food restaurant to accept Bitcoin!” announced one of the Bones. The company logo appeared on a screen above his head.No flashy Vegas magiccould mask what I just saw. This party was co-sponsored by a MAGA-branded fast-food chain owned by Sardar Biglari, a businessman who had purchased Maxim, became its editor-in-chief, and used the smutty magazine to endorse Trump in 2024. So was Frax, the stablecoin exchange, and Exodus, one of the biggest crypto wallet companies in the market. Bitcoin Magazine’s logo flashed across the stage at one point, as editor-in-chief David Bailey, in his own derivative MAGA hat, tried to hype up the crowd for J.D. Vance’s speech the next day.For some unknown reason, these companies were all putting their money into America250, and as I had to keep reminding myself, America250 — the government nonprofit in charge of planning the country’s celebrations of the 250th anniversary of the Declaration’s signing — was currently working to get tanks in the streets of Washington DC for Donald Trump’s birthday. I went for one last champagne flute from the glory hole, just for the novelty, and as the hand disappeared back into the wall, I caught something I’d missed earlier: above the hole was a logo for TRON, the blockchain exchange run by billionaire Justin Sun. He had faced several fraud investigations from the SEC that magically disappeared after he invested million in a Trump family crypto company, and seemed more than happy to keep throwing crypto money at Trump. Recently, he won the $TRUMP meme coin dinner, spending over million on the token in exchange for a private and controversial dinner with the president.TRON was also cosponsoring the America250 party.Earlier, I’d run into the Australian emcee in the elevator of The Palazzo. She’d spent the day teetering across the Nakamoto Stage in dainty kitten heels, a pinstriped blazer and miniskirt suit set, and given the gratuitous Trump praising and the fact she was blonde, I had stereotyped her as MAGA to the core. But the program was over and she was holding her heels by their ankle straps, barefoot and sighing in relief. This was not her usual style, she told an attendee. She’d take a pair of sneakers over heels if she could. But the conference organizers had told her to dress up because there were senators in attendance. “Tomorrow, the real Bitcoiners are coming,” she said, and she’d get to wear flat shoes. And the next morning, on the day of Vance’s speech, I found myself stuck outside the conference with the “real Bitcoiners.” In spite of all the emails that the conference had sent me reminding me of how strict security measures would be, possibly to overcorrect from last year’s utter shitshow around Trump’s appearance, I’d woken up too late, eaten my bagel too leisurely, got sidetracked by a police officer-turned-Bitcoin investor excited I was wearing orange, and barely missed the cutoff for the Secret Service to let me in. But the conference had set up televisions with a live feed of Vance’s speech, and the rest of the general admission attendees were remarkably chill about it, opting to mingle in the hallways until the Secret Service left. I found myself in a smaller crowd near the expo hall door, next to a young man carrying a live miniature Shiba Inu, and the podcaster I’d seen earlier in the sequined bomber jacket. He introduced himself as Action CEO, and with nothing else to do but wait — “You can watch thereplay,” he reassured me, “these events are mainly about networking” — we got to talking. “I’m actually excited that Trump isn’t even here, I’ll be honest with you,” he said, speaking with a rapid cadence. Trump was ultimately just one guy, and the fact that he sent his underlings and political allies — the ones who could actually implement his grand promises for the crypto industry — proved he hadn’t just been paying lip service. That said, it had come with some uncomfortable changes, including the re-emergence of Justin Sun. “It’s a little bit concerning when you say, All right, we don’t care what you did in the past. Come on out, clean slate,” he continued. “That’s the concern right now for most people. Seeing people that did wrong by the space coming back and acting like nothing happened? That’s a little concerning.” And not just that: Sun was back in the United States, having dinner with Trump, and giving him millions of dollars. “If you’re sitting in a room and having a conversation, people are literally gonna go, yeah, it’s kind of sketch that this guy is back here after everything that’s happened. You’re not gonna see it published, because it’s not a popular opinion, but we’re all definitely talking about it.” If Action’s friends weren’t comfortable talking about it openly, that fraudsters with enough money were suddenly back in the mix, it was certainly not the kind of conversation the CEOs were going to have in front of the General Admission crowd.But behind closed doors — or at least at the Code and Country panels, where the base pass attendees couldn’t boo them — they gave a sense of what their backroom conversations with the Trump administration did look like.“I was actually at a dinner last night and one of the things that someone from the admin said was, What if we give you guys everything you want and then you guys forget? Because there’s midterms in 2026, and hopefully 2028, and beyond,” said Sam Kazemian, the founder and CEO of Frax, which had sponsored the America250 party. “But one of the things I said was: We as an industry are very, very loyal. The crypto community has a very, very, very strong memory. And once this industry is legalized, is transparent, is safe, all of the big players understand that this wasn’t possible without this administration, this Congress, this Senate. We’re lifelong, career-long allies.”“Loyalty” is a dangerous concept with this president, who’s cheated on his three wives, stopped paying the legal fees for employees who’d taken the fall for him, ended the careers of sympathetic MAGA Republicans for insufficiently coddling him, withdrew security for government employees experiencing death threats for the sin of contradicting him in public by citing facts. It was only weeks ago that he and Vance were publicly screaming at Ukrainian president Volodymyr Zelensky, who was at the White House to request more aid in the war against Russia, for not saying “thank you” in front of the cameras. It would be less than a week before he began threatening to cancel all of Elon Musk’s government contracts when the billionaire criticized the size of Trump’s budget, even though Musk had given him millions and helped him purge the government. And if you were to find a photo of any political leader, billionaire or CEO standing vacant-eyed next to Trump and shaking his hand, the circumstances are practically a given: they had recently made him unhappy, either for criticizing him, making an imagined slight, or simply asserting themselves. The only way they could avoid public humiliation, or their businesses being crushed via executive order, was to go to Mar-a-Lago, tell the world that the president was wonderful, and underwrite a giant party for his birthday military parade. Maybe Kazemian knew he was being tested, or maybe the 32-year old Ron Paul superfan had no idea what the administration was asking of him. Either way, he responded correctly. At least one person at the conference was thinking about ways that the government could betray the Bitcoin community. As the panel on Bitcoiners becoming sycophants of the state wrapped up, and the other panelists finished telling the government pigs to go fuck themselves and keep their hands off their nerd money, the moderator turned to Casey Rodarmor, a software engineer-turned-crypto influencer, for the last question: “Tell everyone here why Bitcoin wins, regardless of what happens.”“Oh, man, I don’t know if Bitcoin wins, regardless of what happens,” he responded, frowning. He had already gamed out one feasible situation where Bitcoin lost: “If we all of a sudden saw a very rapid inflation in a lot of fiat currencies, and there was a plausible scapegoat in Bitcoin all over the world, and they were able to make a sort of marketing claim that Bitcoin is causing this — Bitcoin is making your savings go to zero, it’s causing this carnage to the economy — 
If that happens worldwide, I think that’s really scary.” The moderator froze, the crowd murmured nervously, and I thought about the number of times Trump had blamed a group of people for problems they’d never caused. An awful lot of them were now being deported. “I take that seriously,” Rodarmor continued. “I don’t know that Bitcoin will succeed. I think that Bitcoin is incredibly strong, it’s incredibly difficult to fuck up. But in that case… man, I don’t know.” I had asked Action CEO earlier if Kazemian, the Frax CEO, was right — if the crypto world was unquestioningly loyal to Trump, if their support of him was unconditional. “Oh, it’s definitely conditional,” he said without hesitation, as his Trump jacket glittered under the fluorescent lights. “It’s a matter of, are you going to be doing the right things by us, by the people who are here?” We walked down the expo hall, past booths promising life-changing technological marvels, alongside thousands of people flooding into Nakamoto Hall, ready to learn how to become unfathomably rich, who paid to be there.The audience of “Are Bitcoiners Becoming Sychophants of the State?”, Day Two of the Bitcoin ConferenceSee More: #bitcoin #conference #republicans #were #sale
    WWW.THEVERGE.COM
    At the Bitcoin Conference, the Republicans were for sale
    “I want to make a big announcement,” said Faryar Shirzad, the chief policy officer of Coinbase, to a nearly empty room. His words echoed across the massive hall at the Bitcoin Conference, deep in the caverns of The Venetian Expo in Las Vegas, and it wasn’t apparent how many people were watching on the livestream. Then again, somebody out there may have been interested in the panelists he was interviewing, one of whom was unusual by Bitcoin Conference standards: Chris LaCivita, the political consultant who’d co-chaired Donald Trump’s 2024 presidential campaign. “I am super proud to say it on this stage,” Shirzad continued, addressing the dozens of people scattered across 5,000 chairs. “We have just become a major sponsor of the America250 effort.” My jaw dropped. Coinbase, the world’s largest crypto exchange, the owner of 12 percent of the world’s Bitcoin supply, and listed on the S&P 500, was paying for Trump to hold a military parade.No wonder they made the announcement in an empty room. Today was “Code and Country”: an entire day of MAGA-themed panels on the Nakamoto Main Stage, full of Republican legislators, White House officials, and political operatives, all of whom praised Trump as the savior of the crypto world. But Code and Country was part of Industry Day, which was VIP only and closed to General Admission holders — the people with the $199 tickets, who flocked to the conference seeking wisdom from brilliant technologists and fabulously wealthy crypto moguls, who believed that decentralized currency on a blockchain could not be controlled by government authoritarians. They’d have drowned Shirzad in boos if they saw him give money to Donald Trump’s campaign manager, and they would have stormed the Nakamoto stage if they knew the purpose of America250. America250 is a nonprofit established by Congress during Barack Obama’s presidency with a mundane mission: to plan the nationwide festivities for July 4th, 2026, the 250th anniversary of the signing of the Declaration of Independence. “Who remembers the Bicentennial in 1976?” the co-chair, former U.S. Treasurer Rosie Rios, asked the crowd. “I remember it like it was yesterday, and this one is going to be bigger and better.” But then Trump got re-elected, appointed LaCivita as co-chair, and suddenly, the party was starting earlier. The week before the conference, America250 announced that it would host a “Grand Military Parade” on June 14th to celebrate the U.S. Army’s 250th birthday, releasing tickets for prime seats along the parade route and near the Washington Monument on their website, hosting other festivities on the National Mall, and credentialing the press covering the event. (Their celebrations and events are a different operation from the U.S. Army, which had never planned for a parade to celebrate its 250th birthday, much less a military parade, but is now spending up to $45 million in taxpayer dollars to make the parade happen.) According to the most recent statements from Army officials, the parade will include hundreds of cannons, dozens of Black Hawk and Chinook helicopters, fighter jets, bombers, and 150 military vehicles, including Bradley Fighting Vehicles, Stryker Fighting Vehicles, Humvees, and if the logistics work out, 25 (or more) M1 Abrams tanks. Trump had spent years trying to get the government to throw a military parade — primarily because he’d attended a Bastille Day parade in France and became jealous — and now that he was back in office, he’d finally eliminated everyone in the government who previously told him that the budget didn’t exist for such a parade, that the tank treads would ruin the streets and collapse the bridges, that the optics of tanks, guns and soldiers marching down Constitution Avenue were too authoritarian and fascist. June 14th also happens to be Donald Trump’s birthday.And Coinbase, whose CEO once told his employees to stop bringing politics into the workplace, was now footing the bill — if not for this military parade watch party, then for the one inevitably happening next year, when America actually turns 250, or any other festivities between now and then that may or may not fall on Trump’s birthday. (This wasn’t the first party they helped fund, though. Earlier this year, Coinbase wrote a $1 million check to Trump’s inauguration committee. One month later, the SEC announced that it was dropping an investigation into Coinbase.) I had to keep reminding myself that I was at the Bitcoin Conference. I’d been desperately looking for the goofy, degenerate party vibes that my coworkers who’d covered previous crypto conferences told me about: inflated swans with QR codes. Multimillionaires strolling around the Nakamoto Stage in shiba inu pajamas. Folks who communicated in memes and acronyms. Celebrity athletes who were actual celebrities. “Bitcoin yoga,” whatever that was. Afterparties with drugs, lots of drugs, and probably the mind-bending designer kind. And hey, Las Vegas was the global capital of goofy, degenerate partying. But no, I was stuck in a prolonged flashback to every single Republican event I’ve covered over the past ten years – Trump rallies, conservative conferences, GOP conventions, and MAGA fundraisers, with Lee Greenwood’s “God Bless the USA” playing on an endless loop. There was an emcee endlessly praising Trump, encouraging the audience to clap for Trump, and reminding everyone about how great it was that Trump spoke at the Conference last year, which all sounds even stranger when said in an Australian accent. In addition to LaCivita, there were four GOP Congressmen, four GOP Senators, one Trump-appointed SEC Commissioner, one Treasury Official, two senior White House officials (including David Sacks, the White House crypto and A.I. czar), and two of Trump’s sons. All of them, too, spent time praising Trump as the first “crypto president.” (Vice President J.D. Vance would be speaking the next day to the general admission crowd, but he was probably going to praise Trump, too.) The titles of the panels seemed to be run through some sort of MAGA generative AI system: The Next Golden Age of America. The American Super Grid. Making America the Global Bitcoin Superpower. The New Declaration of Independence: Bitcoin and the Path Out of the U.S. National Debt Crisis. (Speaker: Vivek Ramaswamy.) Uncancleable: Bitcoin, Rumble & Free Speech Technology. (Speaker: Donald Trump Jr.) The only difference was that this MAGA conference was funded by crypto. And if crypto was paying for a MAGA conference, and they had to play “God Bless the USA,” they were bringing in a string quartet.Annoyed that I had not yet seen a single Shiba Inu — no, Jim Justice’s celebrity bulldog was not the same thing — I left Nakamoto and went back to the press area. It hadn’t turned into Fox News yet, but I could see MAGA’s presence seeping into the world of podcasters and vloggers. A Newsmax reporter (great blowout, jewel-toned sheath dress, heels to the heavens, very camera-ready) was interviewing White House official Bo Hines (clean-cut, former Yale football player and GOP congressional candidate, nice suit), right before he was hustled onstage for a panel with a member of the U.S. Treasury. Soon, Rep. Byron Donalds (R-FL) was doing an interview gauntlet while his senior aides stood by, one wearing a pink plaid blazer that could have easily been Brooks Brothers. Over on the Genesis Stage, the CEO of PragerU, a right wing media company that attacks higher education, was interviewing the CEO of the 1792 Exchange, a right-wing nonprofit that attacks companies for engaging in “woke business practices” such as diversity initiatives. (Leveraging Bitcoin’s Values to Shift the Culture in America.) I walked into the main expo center, past a crypto podcaster in a sequined bomber jacket talking to a Wall Street Journal reporter. For some reason, his presence was a relief. Even though he was clearly a Trump supporter — his jacket said TRUMP: THE GOLDEN AGE on the back — there was something more janky and homegrown, less corporate, about him. But the moment I looked up and saw a massive sign that said STEAKTOSHI, the unease returned. A ghoulish-looking group of executives from Steak ‘n Shake, the fast food company with over 450 locations across the globe, had gathered under the sign in a replica of the restaurant. They were selling jars of beef tallow, with a choice of grass-fed or Wagyu, and giving out a MAKE FRYING OIL TALLOW AGAIN hat with every purchase an overt embrace of the right-wing conspiracy that cooking with regular seed oils would lower one’s testosterone. (Relevant to the conference: they were also advertising that their restaurants now accepted Bitcoin.)Andrew Gordon, the head of Main Street Crypto PAC, had been to five previous Bitcoin Conferences and worked on crypto tax policy since 2014. He’d seen Trump speak at the last conference in Nashville during the election, and the audience – not typically unquestioning MAGA superfans – had melted into adoring goo in Trump’s presence. But now that Trump was using his presidential powers to establish a Bitcoin reserve, roll back federal investigations into crypto companies, and order massive changes to financial regulatory policies — in short, changing the entire market on crypto’s behalf with the stroke of a pen — Gordon clocked a notable vibe shift this year. “There are people wearing suits at a Bitcoin conference,” he told me wryly back in the press lounge. (He, too, was wearing a suit). The change wasn’t due to a new breed of Suit People flooding in. It was the Bitcoin veterans the ones who’d been coming to the conference for years, dressed in loud Versace jackets or old holey t-shirts – who were now in business attire. “They’re now recognizing the level of formality and how serious it is.”According to the Bitcoin Conference organizers, out of the 35,000-plus attendees in Vegas this year, 17.1 percent of them were categorized as “institutional and corporate decision-makers” — a vague way to describe politicians, corporate executives, and the rest of the C-suite world. Whenever they weren’t speaking onstage, they were conducting interviews with outlets hand-selected from dozens of media requests that had been filtered through the conference organizers, or in Q&A sessions with people who’d bought the $21,000 Whale Pass and could access the VIP Lounge. (Yes, the industry-only day of the conference had an even more exclusive tier.) They were sidebarring with crypto CEOs outside the conference for round tables, privately meeting Senators for lunch and White House officials for dinner. Gordon himself had just held a private breakfast for industry insiders, with GOP Senators Marsha Blackburn and Cynthia Lummis as special guests. And for the very, very wealthy, MAGA Inc., Trump’s primary super PAC, was holding a fundraising dinner in Vegas that night, with Vance, Don Jr., and Eric Trump in attendance. That ticket, according to The Washington Post, cost $1 million per person.It was the kind of amoral, backroom behavior that would have sent the General Admission attendees into a rage — and they did the next day, when the convention opened to them. During one extremely packed talk at the Genesis Stage called Are Bitcoiners Becoming Sycophants of the State?, a moderator asked the four panelists what they’d like to say to Vance and Sacks and all the politicians who’d been there yesterday. And Erik Cason erupted.“‘What you’re doing is actually immoral and bad. You hurt people. You actively want to use the state to implement violence against others.’ 
That’s like, fucked up and wrong,” said Cason, the author of “Cryptosovereignty,” to a crowd of hundreds. “If you personally wanna like, go to Yemen and try to stab those people, that’s on you. But asking other people to go do that – it is a fucked up and terrible thing.” He grew more heated. “And also fuck you. You’re not, like, a king. You’re supposed to be liable to the law, too. 
And I don’t appreciate you trying to think that that you just get to advance the state however the fuck you want, because you have power.”“These are the violent thugs who killed hundreds of millions of people over the last century,” agreed Bruce Fenton of Chainstone Labs. “They have nothing on us. All we wanna do is run some code and trade it around our nerd money. Leave us alone.”The audience burst into cheers and applause. Bitcoin was the promise of freedom from the government, who’d murdered and stolen and tried to control their lives, and now that their wealth was on the blockchain, no one could take their sovereignty. “Personally, I don’t really care what they [the politicians] think,” said American HODL, whose title on the conference site was “guy with 6.15 bitcoin,” the derision clear in his voice. “They are employees who work for us, so their thoughts and opinions on the matter are irrelevant. Do what the fuck we tell you to do.
 I don’t work for you. I’m not underneath you. You’re underneath me.” But the politicians weren’t going to listen to them, much less talk to them. The politicians spent the conference surrounded by aides and security who stopped people from approaching – I’m sorry, the Senator has to leave for an engagement now – or safely inside the VIP rooms with the $21,000-dollar Whale Pass holders and the million-dollar donors. By the time American HODL said that the politicians worked for him, they were on flights out of Vegas, having gotten what they wanted from Code and Country, an event that was closed to General Admission pass holders.Coinbase’s executives were at Code and Country, however. Coinbase held over 984,000 Bitcoin, more coins than American HODL could mine in a lifetime. And Coinbase was now a sponsor of Donald Trump’s birthday military parade. The Nakamoto Stage during Code + Country at the Bitcoin Conference.After David Sacks and the Winklevoss twins finished explaining how Trump had saved the crypto industry from Sen. Elizabeth Warren (or as one Winklevoss called her, “Pocahontas”), I was jonesing for a drink. A few other reporters on the ground had told me about “Code, Country and Cocktails,” the America250 afterparty held at the Ayu Dayclub at Resort World, and I signed up immediately. Reporters at past Bitcoin Conferences had promised legendary side-event depravity, and I hoped I would find it there. As I entered the lush, tropical nightclub, I saw two white-gloved hands sticking out the side of the wall, each holding a glass of champagne at crotch level. I reached out for a flute, thinking it was maybe just a fucked-up piece of art, and gasped as the hand let go of the stem, disappeared into the hole, and emerged seconds later with another full champagne glass. Past the champagne glory hole wall — there was really no other way to describe it — was a massive outdoor swimming pool, surrounded by chefs serving up endless portions of steak frites, unguarded magnums of Moët casually stacked in ice buckets, the professional Beautiful Women of Las Vegas draped around Peter Schiff, the famous economist/podcaster/Bitcoin skeptic. When not booked for private events, the crescent-shaped pool at Ayu would be filled with drunk people in swim suits, dancing to DJ Kaskade. No one was in the pool tonight. Depravity was not happening here. In fact, there was more networking going on than partying, and it was somehow more engaging than Bone Thugs-N-Harmony suddenly appearing onstage to perform. And it was distinctly not just about making money in crypto. A good percentage of this crowd wore some derivative of a MAGA hat, and anyone who could show off their photos of them with Trump did so. This, I realized, was how crypto bros did politics — a new game for them, where success and influence was not necessarily quantifiable. “Crypto got Trump elected,” Greg Grseziak, an agent who manages crypto influencers, told me, showing me his Trump photo opp. “In four years, this is going to be the biggest event in the presidential race.”Grzesiak walked off to do more networking, I finished my glory hole champagne, and in the meantime, Bone Thugs had started performing “East 1999”. A fellow reporter leaned over. “Who do you think those guys are?” he asked, pointing to a group of extremely tall white men in suits and lanyards, standing behind a velvet rope to the left of the stage.I walked over to investigate. They looked like the group of Steak ‘n Shake executives I met at the Expo Hall — the ones with the beef tallow jars and derivative MAGA hats — and they were lurking next to the stage, watching the rappers like vultures but barely moving to the music. This scene was too preposterous to actually be real: Steak ‘n Shake executives, at the Bitcoin Conference, attending a party for America250, in the VIP section, during a Bone Thugs-n-Harmony set? “Shout out to Steak ‘n Shake for being the first fast food restaurant to accept Bitcoin!” announced one of the Bones. The company logo appeared on a screen above his head.No flashy Vegas magic (or dancers in cow costumes, now shimmying onstage with Steak ‘n Shake signs) could mask what I just saw. This party was co-sponsored by a MAGA-branded fast-food chain owned by Sardar Biglari, a businessman who had purchased Maxim, became its editor-in-chief, and used the smutty magazine to endorse Trump in 2024. So was Frax, the stablecoin exchange, and Exodus, one of the biggest crypto wallet companies in the market. Bitcoin Magazine’s logo flashed across the stage at one point, as editor-in-chief David Bailey, in his own derivative MAGA hat, tried to hype up the crowd for J.D. Vance’s speech the next day. (“You only get to live history once,” he said, to faint cheers.)For some unknown reason, these companies were all putting their money into America250, and as I had to keep reminding myself, America250 — the government nonprofit in charge of planning the country’s celebrations of the 250th anniversary of the Declaration’s signing — was currently working to get tanks in the streets of Washington DC for Donald Trump’s birthday. I went for one last champagne flute from the glory hole, just for the novelty, and as the hand disappeared back into the wall, I caught something I’d missed earlier: above the hole was a logo for TRON, the blockchain exchange run by billionaire Justin Sun. He had faced several fraud investigations from the SEC that magically disappeared after he invested $75 million in a Trump family crypto company, and seemed more than happy to keep throwing crypto money at Trump. Recently, he won the $TRUMP meme coin dinner, spending over $16 million on the token in exchange for a private and controversial dinner with the president.TRON was also cosponsoring the America250 party.Earlier, I’d run into the Australian emcee in the elevator of The Palazzo. She’d spent the day teetering across the Nakamoto Stage in dainty kitten heels, a pinstriped blazer and miniskirt suit set, and given the gratuitous Trump praising and the fact she was blonde, I had stereotyped her as MAGA to the core. But the program was over and she was holding her heels by their ankle straps, barefoot and sighing in relief. This was not her usual style, she told an attendee. She’d take a pair of sneakers over heels if she could. But the conference organizers had told her to dress up because there were senators in attendance. “Tomorrow, the real Bitcoiners are coming,” she said, and she’d get to wear flat shoes. And the next morning, on the day of Vance’s speech, I found myself stuck outside the conference with the “real Bitcoiners.” In spite of all the emails that the conference had sent me reminding me of how strict security measures would be, possibly to overcorrect from last year’s utter shitshow around Trump’s appearance, I’d woken up too late, eaten my bagel too leisurely, got sidetracked by a police officer-turned-Bitcoin investor excited I was wearing orange (whoops), and barely missed the cutoff for the Secret Service to let me in. But the conference had set up televisions with a live feed of Vance’s speech, and the rest of the general admission attendees were remarkably chill about it, opting to mingle in the hallways until the Secret Service left. I found myself in a smaller crowd near the expo hall door, next to a young man carrying a live miniature Shiba Inu (“It’s a tiny doge!” he said proudly), and the podcaster I’d seen earlier in the sequined bomber jacket. He introduced himself as Action CEO, and with nothing else to do but wait — “You can watch the [Vance] replay,” he reassured me, “these events are mainly about networking” — we got to talking. “I’m actually excited that Trump isn’t even here, I’ll be honest with you,” he said, speaking with a rapid cadence. Trump was ultimately just one guy, and the fact that he sent his underlings and political allies — the ones who could actually implement his grand promises for the crypto industry — proved he hadn’t just been paying lip service. That said, it had come with some uncomfortable changes, including the re-emergence of Justin Sun. “It’s a little bit concerning when you say, All right, we don’t care what you did in the past. Come on out, clean slate,” he continued. “That’s the concern right now for most people. Seeing people that did wrong by the space coming back and acting like nothing happened? That’s a little concerning.” And not just that: Sun was back in the United States, having dinner with Trump, and giving him millions of dollars. “If you’re sitting in a room and having a conversation, people are literally gonna go, yeah, it’s kind of sketch that this guy is back here after everything that’s happened. You’re not gonna see it published, because it’s not a popular opinion, but we’re all definitely talking about it.” If Action’s friends weren’t comfortable talking about it openly, that fraudsters with enough money were suddenly back in the mix, it was certainly not the kind of conversation the CEOs were going to have in front of the General Admission crowd. (Though it did mean that the emcee, looking much happier than she did the day before, got to wear low-heeled boots and shorts.) But behind closed doors — or at least at the Code and Country panels, where the base pass attendees couldn’t boo them — they gave a sense of what their backroom conversations with the Trump administration did look like.“I was actually at a dinner last night and one of the things that someone from the admin said was, What if we give you guys everything you want and then you guys forget? Because there’s midterms in 2026, and hopefully 2028, and beyond,” said Sam Kazemian, the founder and CEO of Frax, which had sponsored the America250 party. “But one of the things I said was: We as an industry are very, very loyal. The crypto community has a very, very, very strong memory. And once this industry is legalized, is transparent, is safe, all of the big players understand that this wasn’t possible without this administration, this Congress, this Senate. We’re lifelong, career-long allies.”“Loyalty” is a dangerous concept with this president, who’s cheated on his three wives, stopped paying the legal fees for employees who’d taken the fall for him, ended the careers of sympathetic MAGA Republicans for insufficiently coddling him, withdrew security for government employees experiencing death threats for the sin of contradicting him in public by citing facts. It was only weeks ago that he and Vance were publicly screaming at Ukrainian president Volodymyr Zelensky, who was at the White House to request more aid in the war against Russia, for not saying “thank you” in front of the cameras. It would be less than a week before he began threatening to cancel all of Elon Musk’s government contracts when the billionaire criticized the size of Trump’s budget, even though Musk had given him millions and helped him purge the government. And if you were to find a photo of any political leader, billionaire or CEO standing vacant-eyed next to Trump and shaking his hand, the circumstances are practically a given: they had recently made him unhappy, either for criticizing him, making an imagined slight, or simply asserting themselves. The only way they could avoid public humiliation, or their businesses being crushed via executive order, was to go to Mar-a-Lago, tell the world that the president was wonderful, and underwrite a giant party for his birthday military parade. Maybe Kazemian knew he was being tested, or maybe the 32-year old Ron Paul superfan had no idea what the administration was asking of him. Either way, he responded correctly. At least one person at the conference was thinking about ways that the government could betray the Bitcoin community. As the panel on Bitcoiners becoming sycophants of the state wrapped up, and the other panelists finished telling the government pigs to go fuck themselves and keep their hands off their nerd money, the moderator turned to Casey Rodarmor, a software engineer-turned-crypto influencer, for the last question: “Tell everyone here why Bitcoin wins, regardless of what happens.”“Oh, man, I don’t know if Bitcoin wins, regardless of what happens,” he responded, frowning. He had already gamed out one feasible situation where Bitcoin lost: “If we all of a sudden saw a very rapid inflation in a lot of fiat currencies, and there was a plausible scapegoat in Bitcoin all over the world, and they were able to make a sort of marketing claim that Bitcoin is causing this — Bitcoin is making your savings go to zero, it’s causing this carnage to the economy — 
If that happens worldwide, I think that’s really scary.” The moderator froze, the crowd murmured nervously, and I thought about the number of times Trump had blamed a group of people for problems they’d never caused. An awful lot of them were now being deported. “I take that seriously,” Rodarmor continued. “I don’t know that Bitcoin will succeed. I think that Bitcoin is incredibly strong, it’s incredibly difficult to fuck up. But in that case… man, I don’t know.” I had asked Action CEO earlier if Kazemian, the Frax CEO, was right — if the crypto world was unquestioningly loyal to Trump, if their support of him was unconditional. “Oh, it’s definitely conditional,” he said without hesitation, as his Trump jacket glittered under the fluorescent lights. “It’s a matter of, are you going to be doing the right things by us, by the people who are here?” We walked down the expo hall, past booths promising life-changing technological marvels, alongside thousands of people flooding into Nakamoto Hall, ready to learn how to become unfathomably rich, who paid $199 to be there.The audience of “Are Bitcoiners Becoming Sychophants of the State?”, Day Two of the Bitcoin ConferenceSee More:
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  • IGN: Activision Quietly Force Adverts into Call of Duty Black Ops 6 and Warzone Loadouts and Players Absolutely Hate It

    Xando
    Member

    Oct 28, 2017

    38,006

    With the launch of Call of Duty Season 4, Activision quietly put adverts inside loadouts for Black Ops 6 and Warzone, sparking a backlash in the process.

    Activision already has a bad reputation for the aggressive monetization of the premium Black Ops 6 and its free-to-play battle royale Warzone, but this latest move may have tipped some players over the edge.

    Following the launch of Season 4, adverts for weapon bundles can be seen in the build and weapon menus. These are unavoidable for players as they tinker with their loadouts.

    Elsewhere, Activision has added bundle and Battle Pass advertisements to the Events tab, another controversial change that has caused complaints.

    Here's a snippet of the response, sourced from across Call of Duty subreddits, Discords, and social media:

    I wouldn't even be mad if this was just in Warzone, a free game, but putting it in a pay-to-play premium title, with how expensive they're getting? F**k off.
    This game is still 80€ I get that they make most of their money from the store, but I feel like the bare minimum for a premium product would be to not have ads clogging the menus right?
    At this point it really feels like opening up a mobile game with how much more you see an option to buy anything in this game.
    Anyone who wanted this bundle would've checked the store and bought it. Putting it here isn't gonna make more people buy it, its justannoying.
    Just wait until they add pop up ads for bundles while you are playing the game.

    Click to expand...
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    More including some examples here:

    Activision Quietly Force Adverts into Call of Duty Black Ops 6 and Warzone Loadouts and Players Absolutely Hate It: 'At This Point It Really Feels Like Opening Up a Mobile Game' - IGN

    With the launch of Call of Duty Season 4, Activision quietly put adverts inside loadouts for Black Ops 6 and Warzone, sparking a backlash in the process.

    www.ign.com

     

    Gaspode
    Member

    Jan 17, 2025

    152

    gross
     

    MarcosBrXD
    Member

    Aug 28, 2024

    1,779

    Crazy one of the biggest IPs doing this
     

    Wallace
    Member

    Oct 25, 2017

    28,182

    Midwest

    What a shit franchise.
     

    Shirkelton
    Member

    Aug 20, 2020

    6,976

    Fuck that.
     

    MinerArcaniner
    Uncle Works at Nintendo
    Member

    Oct 29, 2017

    7,473

    The revenue line has to keep going up. There's no such thing as "enough" with corporations.
     

    Kinthey
    Avenger

    Oct 27, 2017

    25,551

    Poor Cod really needs the money to keep the lights on
     

    skullmuffins
    Member

    Oct 25, 2017

    7,615

    oh, ads for in-game microtransactions. guess i'm not surprised. that's where all the money is these days.
     

    Remark
    Member

    Oct 27, 2017

    4,184

    Yeah the ads are so bad this season.

    When you boot up the game in CoD HQ, theres a big ass button for Blackcell and BO6 and WZ are all the way on the right side of the menu. It's so annoying. Huge disrespect to the people who actually bought the game.

    I wish CoD HQ would go away, it doesn't even actually help with anything and actually hampers the UX experience in a lot of ways especially on PC. 

    Last edited: Today at 10:14 AM

    LiquidDom
    Avenger

    Oct 27, 2017

    2,730

    Wait it's just ads for the in-game purchases? Not outside ads that have nothing to do with the game?

    I don't have that much of an issue with it, still shit though. 

    Richietto
    One Winged Slayer
    Member

    Oct 25, 2017

    26,147

    North Carolina

    Lmao what a joke
     

    Loxley
    Prophet of Truth
    Member

    Oct 25, 2017

    10,702

    We're inching closer and closer to this scene from Ready Player One.

    "We estimate we can sell up to 80% of an individual's visual field before inducing seizures"

    View:  

    Fabs
    Member

    Aug 22, 2019

    2,780

    This doesn't seem that different than like Fortnite advertising the shop updates in the main menu. It's fairly harmless.
     

    Noisepurge
    Corrupted by Vengeance
    Member

    Oct 25, 2017

    9,775

    Fabs said:

    This doesn't seem that different than like Fortnite advertising the shop updates in the main menu. It's fairly harmless.

    Click to expand...
    Click to shrink...

    Fortnite doesn't cost 80$ 

    OP

    OP

    Xando
    Member

    Oct 28, 2017

    38,006

    LiquidDom said:

    Wait it's just ads for the in-game purchases? Not outside ads that have nothing to do with the game?

    I don't have that much of an issue with it, still shit though.
    Click to expand...
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    Considering half of the in-game purchases are basically ads for some brands or characters that have nothing to do with COD it's basically the same thing
     

    Remark
    Member

    Oct 27, 2017

    4,184

    Noisepurge said:

    Fortnite doesn't cost 80$

    Click to expand...
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    To be fair, Warzone is F2P but that shit should be in there. Whether you buy the game or not, you have to go through CoD HQ which is so annoying.
     

    Doskoi Panda
    One Winged Slayer
    Member

    Oct 27, 2017

    17,314

    CoD is so fucking trashy lmao. I will never understand how it remains so popular. It just gets worse year over yesr, even Warzone.
     

    SunBroDave
    "This guy are sick"
    Member

    Oct 25, 2017

    15,148

    How else is COD supposed to make money
     

    Decarb
    Member

    Oct 27, 2017

    9,264

    Fabs said:

    This doesn't seem that different than like Fortnite advertising the shop updates in the main menu. It's fairly harmless.

    Click to expand...
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    Not only is it in a full priced mode, but its also in the weapon customization menu where you least expect it.

     

    Agni Kai
    Member

    Nov 2, 2017

    10,037

    Only Battlefield 6 can save us now. Hold the line, my friends. Hold the line.
     

    jroc74
    Member

    Oct 27, 2017

    34,177

    Yeah I dont think it needs to be this aggressive.

    LiquidDom said:

    Wait it's just ads for the in-game purchases? Not outside ads that have nothing to do with the game?

    I don't have that much of an issue with it, still shit though.
    Click to expand...
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    Fabs said:

    This doesn't seem that different than like Fortnite advertising the shop updates in the main menu. It's fairly harmless.

    Click to expand...
    Click to shrink...

    While trying to play the game tho?

    "Following the launch of Season 4, adverts for weapon bundles can be seen in the build and weapon menus. These are unavoidable for players as they tinker with their loadouts."

    Imagine getting hit with Shark Card ads while browsing the in game stores in GTA Online....please Rockstar dont do this.

    Noisepurge said:

    Fortnite doesn't cost 80$

    Click to expand...
    Click to shrink...

    Also this. 

    BradleyLove
    Member

    Oct 29, 2017

    1,661

    Doesn't surprise me. I bought Forza Horizon for PS5 a few days ago and was shocked to encounter unskippable ads for DLC. The American obsession with forcing ads everywhere they can is horrible.

    This reply was brought to you by NEW Mountain Dew—new look, same bold refreshing flavour. 

    TransEuropaExpress
    Member

    Dec 6, 2017

    11,420

    US

    They should go all in and start doing random 5-minute commercial breaks in the middle of rounds.
     

    Pyro
    God help us the mods are making weekend threads
    Member

    Jul 30, 2018

    18,922

    United States

    Really fucking gross.
     

    Vourlis
    Member

    Aug 14, 2022

    5,911

    United States

    I...where are the ads?

    edit: Oh like advertising the bundles or whatever. Okay. 

    jroc74
    Member

    Oct 27, 2017

    34,177

    BradleyLove said:

    Doesn't surprise me. I bought Forza Horizon for PS5 a few days ago and was shocked to encounter unskippable ads for DLC. The American obsession with forcing ads everywhere they can is horrible.

    This reply was brought to you by NEW Mountain Dew—new look, same bold refreshing flavour.
    Click to expand...
    Click to shrink...

    I either forgot how it was or just didnt know, because I played it on XSX when it launched.

    But I was and am shocked at the mtx in FH5. 

    shadowman16
    Member

    Oct 25, 2017

    41,804

    I feel like this has already become too normalised because I honestly assumed we were talking about unrelated product ads... Meanwhile the examples above... honestly I kinda expected.

    Granted the article also points it out perfectly that if it were just in Warzoneit'd be... less bad, but charging however much for COD THEN pushing those ads on you... you just know people will crack.
    Not the worst example of ads in games though, I still give that to SFVI's Turtles costumes, aside the cost, having that damn song playing constantly in the battle hub for monthon end drove me nuts at the time. 

    Papaya
    The Fallen

    Oct 25, 2017

    2,735

    California

    The financial model for CoD is awful and lacks any sort of creativity. They just copied fortnite even though it doesn't work for a military shooter. They rarely release any good content because it either doesn't match the game's tone, or it sucks. It just doesn't lend itself well to skins, and other visual customization options. Or maybe they just don't know how to make good. Either way, I've never seen a more boring battlepass in my life.

    CoD can be a super fun action game, but it's never felt more hollow and lifeless. The best counter-example to "games are art" I've ever seen. 

    BestBrand
    Member

    Mar 5, 2025

    457

    Call of duty is the worst man. I may not even buy another COD again.
     

    MerluzaSamus
    Member

    Dec 3, 2018

    1,471

    Argentina

    Agni Kai said:

    Only Battlefield 6 can save us now. Hold the line, my friends. Hold the line.

    Click to expand...
    Click to shrink...

    The game published by EA to gather obscene money on the fps market? That one Battlefield?

    Jokes aside, 'fraid this is going to be the norm long term, Fortnite normalized it and publishers with less restraint are going wild, same with AI. At least on the AAA market. 

    Lumination
    Member

    Oct 26, 2017

    16,064

    Who could have expected them giving the game away would have affected the revenue stream and business model of the game itself.
     

    Geeko
    Member

    Oct 27, 2017

    1,413

    San Jose, CA

    Lame as hell. The problem is that the masses won't care about it and will still spend crap tons of money on this game thus continuing this constant bombardment of ads.
     

    shadowman16
    Member

    Oct 25, 2017

    41,804

    Agni Kai said:

    Only Battlefield 6 can save us now. Hold the line, my friends. Hold the line.

    Click to expand...
    Click to shrink...

    Gameplay wise, Hopefully Dice will take the time and make something truly special.

    However... I wouldnt expect much better from EA of all publishers. They are every bit as summy... 

    OP

    OP

    Xando
    Member

    Oct 28, 2017

    38,006

    My guess is this is only going to get worse as MS tries to make up the lost revenue from people playing via GP instead of buying
     

    SP.
    Member

    Oct 27, 2017

    8,578

    I guess I thought it would be worse than the reaction seems to suggest…

    They're in-game micro transaction ads and for the most are for weapon skins which naturally don't seem that out of place in a weapon selection menu. It's not like they're advertising a Burger King Whopper in here. Obviously it'd be better if they weren't there at all but honestly if I played the game and saw these I wouldn't think it's anything out of the ordinary. 

    Ravelle
    Member

    Oct 31, 2017

    20,432

    Noisepurge said:

    Fortnite doesn't cost 80$

    Click to expand...
    Click to shrink...

    It doesn't spam you with multiple windows to buy something either 

    Rosebud
    Two Pieces
    Member

    Apr 16, 2018

    51,386

    Wallace said:

    What a shit franchise.

    Click to expand...
    Click to shrink...

    .
     

    Kyokanto
    Member

    Mar 4, 2025

    493

    For a second I thought this was going to be McDonald's ads or something lol. I wonder how far off that is…

    Still scummy as is. 

    Pop-O-Matic
    Avenger

    Oct 25, 2017

    14,007

    MarcosBrXD said:

    Crazy one of the biggest IPs doing this

    Click to expand...
    Click to shrink...

    Not really. CoD might move more money than most of the rest of the industry put together, but capitalismdemands that the line must always be going up, and there isn't really much CoD can do to grow the player base in any significant way in the short-to-medium term, so they're going to start trying out shit like this to get even more money out of the existing players so the line goes up and the shareholders can be happy.
     

    Fabs
    Member

    Aug 22, 2019

    2,780

    Noisepurge said:

    Fortnite doesn't cost 80$

    Click to expand...
    Click to shrink...

    Decarb said:

    Not only is it in a full priced mode, but its also in the weapon customization menu where you least expect it.

    Click to expand...
    Click to shrink...

    jroc74 said:

    Yeah I dont think it needs to be this aggressive.

    While trying to play the game tho?

    "Following the launch of Season 4, adverts for weapon bundles can be seen in the build and weapon menus. These are unavoidable for players as they tinker with their loadouts."

    Imagine getting hit with Shark Card ads while browsing the in game stores in GTA Online....please Rockstar dont do this.

    Also this.
    Click to expand...
    Click to shrink...

    Full priced games advertise their dlc in menus all the time. Is it because it's in a new place? Is this that different than having the paid operators in the menu for selection like they have in past CoD? Or when I play Street Fighter and I can't pick Akuma because he costs money? I get it if it was for McDonalds but this seems like rage bait. 

    Plexas
    Member

    Jan 24, 2025

    289

    Several trillion dollar company needs some money to survive, please understand.
     

    Twister
    Member

    Feb 11, 2019

    6,692

    This franchise peaked with BO3. Everything after has been a disaster
     

    Vertigo1
    Member

    Jun 30, 2023

    1,093

    CoD will never be as good as it was in the 360 era, ever again.
     

    Sordid Plebeian
    Member

    Oct 26, 2017

    19,955

    Yeah I remember seeing that AI store slop when I booted up S4, and they wonder why they're driving players away
     

    Tommy Showbiz
    Member

    Jul 20, 2022

    3,727

    This is pretty corny, but I was honestly expecting ads for like Dr. Squatch and not just prodding you to buy in-game bundles.
     

    Apathy
    Member

    Oct 25, 2017

    13,538

    So the biggest game, created by the biggest publisher, paced by the riches company in the world needs to slide ads into their paid games. Lovely
     

    DarkJ
    Member

    Nov 11, 2017

    1,918

    Ai slop? Ads in the menus? In a fully priced game?

    Really just making sure I don't even look at the next game. 

    T88heon
    Member

    Aug 26, 2024

    1,042

    This is a profitability issue coupled with horrendous stewardship of the ip.

    If the retail side was profitable would they need to stealthily run ads in "COD" of all ip?

     

    DSync
    Member

    Oct 27, 2017

    884

    Black Ops 6 in 2025 after the most recent update for Season 4

    > £70 for the base game
    > £100 for the "Vault Editon"
    > £50/60 for a year of PS Plus to play the game online
    > £10 for the Battlepass
    > £15 for the Battlepass plus tier skips
    > £25 for the "Blackcell" Battlepass
    > Free and PremiumBattlepasses for the Seth Rogan Operator Weed event
    > £16-25 Weapon and Operator bundles
    > AI art in the emblems, calling cards, posters in certain levels
    > Ads for bundles in creating a Loadout
    > Server instability issues
    > Whole game crashes to desktop/homescreen when editing your loadout during a match
    > UI Menu lagging
    > Cheaters, hackers run rampant
    > Store will 100% work no matter what 

    Pai Pai Master
    Member

    Oct 25, 2017

    37,298

    Atlanta GA

    AI crap and ads, yet people will still buy this shit in record numbers every year
     
    #ign #activision #quietly #force #adverts
    IGN: Activision Quietly Force Adverts into Call of Duty Black Ops 6 and Warzone Loadouts and Players Absolutely Hate It
    Xando Member Oct 28, 2017 38,006 With the launch of Call of Duty Season 4, Activision quietly put adverts inside loadouts for Black Ops 6 and Warzone, sparking a backlash in the process. Activision already has a bad reputation for the aggressive monetization of the premium Black Ops 6 and its free-to-play battle royale Warzone, but this latest move may have tipped some players over the edge. Following the launch of Season 4, adverts for weapon bundles can be seen in the build and weapon menus. These are unavoidable for players as they tinker with their loadouts. Elsewhere, Activision has added bundle and Battle Pass advertisements to the Events tab, another controversial change that has caused complaints. Here's a snippet of the response, sourced from across Call of Duty subreddits, Discords, and social media: I wouldn't even be mad if this was just in Warzone, a free game, but putting it in a pay-to-play premium title, with how expensive they're getting? F**k off. This game is still 80€ I get that they make most of their money from the store, but I feel like the bare minimum for a premium product would be to not have ads clogging the menus right? At this point it really feels like opening up a mobile game with how much more you see an option to buy anything in this game. Anyone who wanted this bundle would've checked the store and bought it. Putting it here isn't gonna make more people buy it, its justannoying. Just wait until they add pop up ads for bundles while you are playing the game. Click to expand... Click to shrink... More including some examples here: Activision Quietly Force Adverts into Call of Duty Black Ops 6 and Warzone Loadouts and Players Absolutely Hate It: 'At This Point It Really Feels Like Opening Up a Mobile Game' - IGN With the launch of Call of Duty Season 4, Activision quietly put adverts inside loadouts for Black Ops 6 and Warzone, sparking a backlash in the process. www.ign.com   Gaspode Member Jan 17, 2025 152 gross   MarcosBrXD Member Aug 28, 2024 1,779 Crazy one of the biggest IPs doing this   Wallace Member Oct 25, 2017 28,182 Midwest What a shit franchise.   Shirkelton Member Aug 20, 2020 6,976 Fuck that.   MinerArcaniner Uncle Works at Nintendo Member Oct 29, 2017 7,473 The revenue line has to keep going up. There's no such thing as "enough" with corporations.   Kinthey Avenger Oct 27, 2017 25,551 Poor Cod really needs the money to keep the lights on   skullmuffins Member Oct 25, 2017 7,615 oh, ads for in-game microtransactions. guess i'm not surprised. that's where all the money is these days.   Remark Member Oct 27, 2017 4,184 Yeah the ads are so bad this season. When you boot up the game in CoD HQ, theres a big ass button for Blackcell and BO6 and WZ are all the way on the right side of the menu. It's so annoying. Huge disrespect to the people who actually bought the game. I wish CoD HQ would go away, it doesn't even actually help with anything and actually hampers the UX experience in a lot of ways especially on PC.  Last edited: Today at 10:14 AM LiquidDom Avenger Oct 27, 2017 2,730 Wait it's just ads for the in-game purchases? Not outside ads that have nothing to do with the game? I don't have that much of an issue with it, still shit though.  Richietto One Winged Slayer Member Oct 25, 2017 26,147 North Carolina Lmao what a joke   Loxley Prophet of Truth Member Oct 25, 2017 10,702 We're inching closer and closer to this scene from Ready Player One. "We estimate we can sell up to 80% of an individual's visual field before inducing seizures" View:   Fabs Member Aug 22, 2019 2,780 This doesn't seem that different than like Fortnite advertising the shop updates in the main menu. It's fairly harmless.   Noisepurge Corrupted by Vengeance Member Oct 25, 2017 9,775 Fabs said: This doesn't seem that different than like Fortnite advertising the shop updates in the main menu. It's fairly harmless. Click to expand... Click to shrink... Fortnite doesn't cost 80$  OP OP Xando Member Oct 28, 2017 38,006 LiquidDom said: Wait it's just ads for the in-game purchases? Not outside ads that have nothing to do with the game? I don't have that much of an issue with it, still shit though. Click to expand... Click to shrink... Considering half of the in-game purchases are basically ads for some brands or characters that have nothing to do with COD it's basically the same thing   Remark Member Oct 27, 2017 4,184 Noisepurge said: Fortnite doesn't cost 80$ Click to expand... Click to shrink... To be fair, Warzone is F2P but that shit should be in there. Whether you buy the game or not, you have to go through CoD HQ which is so annoying.   Doskoi Panda One Winged Slayer Member Oct 27, 2017 17,314 CoD is so fucking trashy lmao. I will never understand how it remains so popular. It just gets worse year over yesr, even Warzone.   SunBroDave "This guy are sick" Member Oct 25, 2017 15,148 How else is COD supposed to make money   Decarb Member Oct 27, 2017 9,264 Fabs said: This doesn't seem that different than like Fortnite advertising the shop updates in the main menu. It's fairly harmless. Click to expand... Click to shrink... Not only is it in a full priced mode, but its also in the weapon customization menu where you least expect it.   Agni Kai Member Nov 2, 2017 10,037 Only Battlefield 6 can save us now. Hold the line, my friends. Hold the line.   jroc74 Member Oct 27, 2017 34,177 Yeah I dont think it needs to be this aggressive. LiquidDom said: Wait it's just ads for the in-game purchases? Not outside ads that have nothing to do with the game? I don't have that much of an issue with it, still shit though. Click to expand... Click to shrink... Fabs said: This doesn't seem that different than like Fortnite advertising the shop updates in the main menu. It's fairly harmless. Click to expand... Click to shrink... While trying to play the game tho? "Following the launch of Season 4, adverts for weapon bundles can be seen in the build and weapon menus. These are unavoidable for players as they tinker with their loadouts." Imagine getting hit with Shark Card ads while browsing the in game stores in GTA Online....please Rockstar dont do this. Noisepurge said: Fortnite doesn't cost 80$ Click to expand... Click to shrink... Also this.  BradleyLove Member Oct 29, 2017 1,661 Doesn't surprise me. I bought Forza Horizon for PS5 a few days ago and was shocked to encounter unskippable ads for DLC. The American obsession with forcing ads everywhere they can is horrible. This reply was brought to you by NEW Mountain Dew—new look, same bold refreshing flavour.  TransEuropaExpress Member Dec 6, 2017 11,420 US They should go all in and start doing random 5-minute commercial breaks in the middle of rounds.   Pyro God help us the mods are making weekend threads Member Jul 30, 2018 18,922 United States Really fucking gross.   Vourlis Member Aug 14, 2022 5,911 United States I...where are the ads? edit: Oh like advertising the bundles or whatever. Okay.  jroc74 Member Oct 27, 2017 34,177 BradleyLove said: Doesn't surprise me. I bought Forza Horizon for PS5 a few days ago and was shocked to encounter unskippable ads for DLC. The American obsession with forcing ads everywhere they can is horrible. This reply was brought to you by NEW Mountain Dew—new look, same bold refreshing flavour. Click to expand... Click to shrink... I either forgot how it was or just didnt know, because I played it on XSX when it launched. But I was and am shocked at the mtx in FH5.  shadowman16 Member Oct 25, 2017 41,804 I feel like this has already become too normalised because I honestly assumed we were talking about unrelated product ads... Meanwhile the examples above... honestly I kinda expected. Granted the article also points it out perfectly that if it were just in Warzoneit'd be... less bad, but charging however much for COD THEN pushing those ads on you... you just know people will crack. Not the worst example of ads in games though, I still give that to SFVI's Turtles costumes, aside the cost, having that damn song playing constantly in the battle hub for monthon end drove me nuts at the time.  Papaya The Fallen Oct 25, 2017 2,735 California The financial model for CoD is awful and lacks any sort of creativity. They just copied fortnite even though it doesn't work for a military shooter. They rarely release any good content because it either doesn't match the game's tone, or it sucks. It just doesn't lend itself well to skins, and other visual customization options. Or maybe they just don't know how to make good. Either way, I've never seen a more boring battlepass in my life. CoD can be a super fun action game, but it's never felt more hollow and lifeless. The best counter-example to "games are art" I've ever seen.  BestBrand Member Mar 5, 2025 457 Call of duty is the worst man. I may not even buy another COD again.   MerluzaSamus Member Dec 3, 2018 1,471 Argentina Agni Kai said: Only Battlefield 6 can save us now. Hold the line, my friends. Hold the line. Click to expand... Click to shrink... The game published by EA to gather obscene money on the fps market? That one Battlefield? Jokes aside, 'fraid this is going to be the norm long term, Fortnite normalized it and publishers with less restraint are going wild, same with AI. At least on the AAA market.  Lumination Member Oct 26, 2017 16,064 Who could have expected them giving the game away would have affected the revenue stream and business model of the game itself.   Geeko Member Oct 27, 2017 1,413 San Jose, CA Lame as hell. The problem is that the masses won't care about it and will still spend crap tons of money on this game thus continuing this constant bombardment of ads.   shadowman16 Member Oct 25, 2017 41,804 Agni Kai said: Only Battlefield 6 can save us now. Hold the line, my friends. Hold the line. Click to expand... Click to shrink... Gameplay wise, Hopefully Dice will take the time and make something truly special. However... I wouldnt expect much better from EA of all publishers. They are every bit as summy...  OP OP Xando Member Oct 28, 2017 38,006 My guess is this is only going to get worse as MS tries to make up the lost revenue from people playing via GP instead of buying   SP. Member Oct 27, 2017 8,578 I guess I thought it would be worse than the reaction seems to suggest… They're in-game micro transaction ads and for the most are for weapon skins which naturally don't seem that out of place in a weapon selection menu. It's not like they're advertising a Burger King Whopper in here. Obviously it'd be better if they weren't there at all but honestly if I played the game and saw these I wouldn't think it's anything out of the ordinary.  Ravelle Member Oct 31, 2017 20,432 Noisepurge said: Fortnite doesn't cost 80$ Click to expand... Click to shrink... It doesn't spam you with multiple windows to buy something either  Rosebud Two Pieces Member Apr 16, 2018 51,386 Wallace said: What a shit franchise. Click to expand... Click to shrink... .   Kyokanto Member Mar 4, 2025 493 For a second I thought this was going to be McDonald's ads or something lol. I wonder how far off that is… Still scummy as is.  Pop-O-Matic Avenger Oct 25, 2017 14,007 MarcosBrXD said: Crazy one of the biggest IPs doing this Click to expand... Click to shrink... Not really. CoD might move more money than most of the rest of the industry put together, but capitalismdemands that the line must always be going up, and there isn't really much CoD can do to grow the player base in any significant way in the short-to-medium term, so they're going to start trying out shit like this to get even more money out of the existing players so the line goes up and the shareholders can be happy.   Fabs Member Aug 22, 2019 2,780 Noisepurge said: Fortnite doesn't cost 80$ Click to expand... Click to shrink... Decarb said: Not only is it in a full priced mode, but its also in the weapon customization menu where you least expect it. Click to expand... Click to shrink... jroc74 said: Yeah I dont think it needs to be this aggressive. While trying to play the game tho? "Following the launch of Season 4, adverts for weapon bundles can be seen in the build and weapon menus. These are unavoidable for players as they tinker with their loadouts." Imagine getting hit with Shark Card ads while browsing the in game stores in GTA Online....please Rockstar dont do this. Also this. Click to expand... Click to shrink... Full priced games advertise their dlc in menus all the time. Is it because it's in a new place? Is this that different than having the paid operators in the menu for selection like they have in past CoD? Or when I play Street Fighter and I can't pick Akuma because he costs money? I get it if it was for McDonalds but this seems like rage bait.  Plexas Member Jan 24, 2025 289 Several trillion dollar company needs some money to survive, please understand.   Twister Member Feb 11, 2019 6,692 This franchise peaked with BO3. Everything after has been a disaster   Vertigo1 Member Jun 30, 2023 1,093 CoD will never be as good as it was in the 360 era, ever again.   Sordid Plebeian Member Oct 26, 2017 19,955 Yeah I remember seeing that AI store slop when I booted up S4, and they wonder why they're driving players away   Tommy Showbiz Member Jul 20, 2022 3,727 This is pretty corny, but I was honestly expecting ads for like Dr. Squatch and not just prodding you to buy in-game bundles.   Apathy Member Oct 25, 2017 13,538 So the biggest game, created by the biggest publisher, paced by the riches company in the world needs to slide ads into their paid games. Lovely   DarkJ Member Nov 11, 2017 1,918 Ai slop? Ads in the menus? In a fully priced game? Really just making sure I don't even look at the next game.  T88heon Member Aug 26, 2024 1,042 This is a profitability issue coupled with horrendous stewardship of the ip. If the retail side was profitable would they need to stealthily run ads in "COD" of all ip? 😬  DSync Member Oct 27, 2017 884 Black Ops 6 in 2025 after the most recent update for Season 4 > £70 for the base game > £100 for the "Vault Editon" > £50/60 for a year of PS Plus to play the game online > £10 for the Battlepass > £15 for the Battlepass plus tier skips > £25 for the "Blackcell" Battlepass > Free and PremiumBattlepasses for the Seth Rogan Operator Weed event > £16-25 Weapon and Operator bundles > AI art in the emblems, calling cards, posters in certain levels > Ads for bundles in creating a Loadout > Server instability issues > Whole game crashes to desktop/homescreen when editing your loadout during a match > UI Menu lagging > Cheaters, hackers run rampant > Store will 100% work no matter what  Pai Pai Master Member Oct 25, 2017 37,298 Atlanta GA AI crap and ads, yet people will still buy this shit in record numbers every year   #ign #activision #quietly #force #adverts
    WWW.RESETERA.COM
    IGN: Activision Quietly Force Adverts into Call of Duty Black Ops 6 and Warzone Loadouts and Players Absolutely Hate It
    Xando Member Oct 28, 2017 38,006 With the launch of Call of Duty Season 4, Activision quietly put adverts inside loadouts for Black Ops 6 and Warzone, sparking a backlash in the process. Activision already has a bad reputation for the aggressive monetization of the premium Black Ops 6 and its free-to-play battle royale Warzone, but this latest move may have tipped some players over the edge. Following the launch of Season 4, adverts for weapon bundles can be seen in the build and weapon menus. These are unavoidable for players as they tinker with their loadouts. Elsewhere, Activision has added bundle and Battle Pass advertisements to the Events tab, another controversial change that has caused complaints. Here's a snippet of the response, sourced from across Call of Duty subreddits, Discords, and social media: I wouldn't even be mad if this was just in Warzone, a free game, but putting it in a pay-to-play premium title, with how expensive they're getting? F**k off. This game is still 80€ I get that they make most of their money from the store, but I feel like the bare minimum for a premium product would be to not have ads clogging the menus right? At this point it really feels like opening up a mobile game with how much more you see an option to buy anything in this game. Anyone who wanted this bundle would've checked the store and bought it. Putting it here isn't gonna make more people buy it, its justannoying. Just wait until they add pop up ads for bundles while you are playing the game. Click to expand... Click to shrink... More including some examples here: Activision Quietly Force Adverts into Call of Duty Black Ops 6 and Warzone Loadouts and Players Absolutely Hate It: 'At This Point It Really Feels Like Opening Up a Mobile Game' - IGN With the launch of Call of Duty Season 4, Activision quietly put adverts inside loadouts for Black Ops 6 and Warzone, sparking a backlash in the process. www.ign.com   Gaspode Member Jan 17, 2025 152 gross   MarcosBrXD Member Aug 28, 2024 1,779 Crazy one of the biggest IPs doing this   Wallace Member Oct 25, 2017 28,182 Midwest What a shit franchise.   Shirkelton Member Aug 20, 2020 6,976 Fuck that.   MinerArcaniner Uncle Works at Nintendo Member Oct 29, 2017 7,473 The revenue line has to keep going up. There's no such thing as "enough" with corporations.   Kinthey Avenger Oct 27, 2017 25,551 Poor Cod really needs the money to keep the lights on   skullmuffins Member Oct 25, 2017 7,615 oh, ads for in-game microtransactions. guess i'm not surprised. that's where all the money is these days.   Remark Member Oct 27, 2017 4,184 Yeah the ads are so bad this season. When you boot up the game in CoD HQ, theres a big ass button for Blackcell and BO6 and WZ are all the way on the right side of the menu. It's so annoying. Huge disrespect to the people who actually bought the game. I wish CoD HQ would go away, it doesn't even actually help with anything and actually hampers the UX experience in a lot of ways especially on PC.  Last edited: Today at 10:14 AM LiquidDom Avenger Oct 27, 2017 2,730 Wait it's just ads for the in-game purchases? Not outside ads that have nothing to do with the game? I don't have that much of an issue with it, still shit though.  Richietto One Winged Slayer Member Oct 25, 2017 26,147 North Carolina Lmao what a joke   Loxley Prophet of Truth Member Oct 25, 2017 10,702 We're inching closer and closer to this scene from Ready Player One. "We estimate we can sell up to 80% of an individual's visual field before inducing seizures" View: https://youtu.be/KpPE85Jogjw?si=Di0mlmiF27KidwWs  Fabs Member Aug 22, 2019 2,780 This doesn't seem that different than like Fortnite advertising the shop updates in the main menu. It's fairly harmless.   Noisepurge Corrupted by Vengeance Member Oct 25, 2017 9,775 Fabs said: This doesn't seem that different than like Fortnite advertising the shop updates in the main menu. It's fairly harmless. Click to expand... Click to shrink... Fortnite doesn't cost 80$  OP OP Xando Member Oct 28, 2017 38,006 LiquidDom said: Wait it's just ads for the in-game purchases? Not outside ads that have nothing to do with the game? I don't have that much of an issue with it, still shit though. Click to expand... Click to shrink... Considering half of the in-game purchases are basically ads for some brands or characters that have nothing to do with COD it's basically the same thing   Remark Member Oct 27, 2017 4,184 Noisepurge said: Fortnite doesn't cost 80$ Click to expand... Click to shrink... To be fair, Warzone is F2P but that shit should be in there. Whether you buy the game or not, you have to go through CoD HQ which is so annoying.   Doskoi Panda One Winged Slayer Member Oct 27, 2017 17,314 CoD is so fucking trashy lmao. I will never understand how it remains so popular. It just gets worse year over yesr, even Warzone.   SunBroDave "This guy are sick" Member Oct 25, 2017 15,148 How else is COD supposed to make money   Decarb Member Oct 27, 2017 9,264 Fabs said: This doesn't seem that different than like Fortnite advertising the shop updates in the main menu. It's fairly harmless. Click to expand... Click to shrink... Not only is it in a full priced mode, but its also in the weapon customization menu where you least expect it.   Agni Kai Member Nov 2, 2017 10,037 Only Battlefield 6 can save us now. Hold the line, my friends. Hold the line.   jroc74 Member Oct 27, 2017 34,177 Yeah I dont think it needs to be this aggressive. LiquidDom said: Wait it's just ads for the in-game purchases? Not outside ads that have nothing to do with the game? I don't have that much of an issue with it, still shit though. Click to expand... Click to shrink... Fabs said: This doesn't seem that different than like Fortnite advertising the shop updates in the main menu. It's fairly harmless. Click to expand... Click to shrink... While trying to play the game tho? "Following the launch of Season 4, adverts for weapon bundles can be seen in the build and weapon menus. These are unavoidable for players as they tinker with their loadouts." Imagine getting hit with Shark Card ads while browsing the in game stores in GTA Online....please Rockstar dont do this. Noisepurge said: Fortnite doesn't cost 80$ Click to expand... Click to shrink... Also this.  BradleyLove Member Oct 29, 2017 1,661 Doesn't surprise me. I bought Forza Horizon for PS5 a few days ago and was shocked to encounter unskippable ads for DLC. The American obsession with forcing ads everywhere they can is horrible. This reply was brought to you by NEW Mountain Dew—new look, same bold refreshing flavour.  TransEuropaExpress Member Dec 6, 2017 11,420 US They should go all in and start doing random 5-minute commercial breaks in the middle of rounds.   Pyro God help us the mods are making weekend threads Member Jul 30, 2018 18,922 United States Really fucking gross.   Vourlis Member Aug 14, 2022 5,911 United States I...where are the ads? edit: Oh like advertising the bundles or whatever. Okay.  jroc74 Member Oct 27, 2017 34,177 BradleyLove said: Doesn't surprise me. I bought Forza Horizon for PS5 a few days ago and was shocked to encounter unskippable ads for DLC. The American obsession with forcing ads everywhere they can is horrible. This reply was brought to you by NEW Mountain Dew—new look, same bold refreshing flavour. Click to expand... Click to shrink... I either forgot how it was or just didnt know, because I played it on XSX when it launched. But I was and am shocked at the mtx in FH5.  shadowman16 Member Oct 25, 2017 41,804 I feel like this has already become too normalised because I honestly assumed we were talking about unrelated product ads... Meanwhile the examples above... honestly I kinda expected. Granted the article also points it out perfectly that if it were just in Warzone (free) it'd be... less bad, but charging however much for COD THEN pushing those ads on you... you just know people will crack. Not the worst example of ads in games though, I still give that to SFVI's Turtles costumes, aside the cost, having that damn song playing constantly in the battle hub for month(s) on end drove me nuts at the time.  Papaya The Fallen Oct 25, 2017 2,735 California The financial model for CoD is awful and lacks any sort of creativity. They just copied fortnite even though it doesn't work for a military shooter. They rarely release any good content because it either doesn't match the game's tone, or it sucks. It just doesn't lend itself well to skins, and other visual customization options. Or maybe they just don't know how to make good. Either way, I've never seen a more boring battlepass in my life. CoD can be a super fun action game, but it's never felt more hollow and lifeless. The best counter-example to "games are art" I've ever seen.  BestBrand Member Mar 5, 2025 457 Call of duty is the worst man. I may not even buy another COD again.   MerluzaSamus Member Dec 3, 2018 1,471 Argentina Agni Kai said: Only Battlefield 6 can save us now. Hold the line, my friends. Hold the line. Click to expand... Click to shrink... The game published by EA to gather obscene money on the fps market? That one Battlefield? Jokes aside, 'fraid this is going to be the norm long term, Fortnite normalized it and publishers with less restraint are going wild, same with AI. At least on the AAA market.  Lumination Member Oct 26, 2017 16,064 Who could have expected them giving the game away would have affected the revenue stream and business model of the game itself.   Geeko Member Oct 27, 2017 1,413 San Jose, CA Lame as hell. The problem is that the masses won't care about it and will still spend crap tons of money on this game thus continuing this constant bombardment of ads.   shadowman16 Member Oct 25, 2017 41,804 Agni Kai said: Only Battlefield 6 can save us now. Hold the line, my friends. Hold the line. Click to expand... Click to shrink... Gameplay wise, Hopefully Dice will take the time and make something truly special. However... I wouldnt expect much better from EA of all publishers. They are every bit as summy...  OP OP Xando Member Oct 28, 2017 38,006 My guess is this is only going to get worse as MS tries to make up the lost revenue from people playing via GP instead of buying   SP. Member Oct 27, 2017 8,578 I guess I thought it would be worse than the reaction seems to suggest… They're in-game micro transaction ads and for the most are for weapon skins which naturally don't seem that out of place in a weapon selection menu. It's not like they're advertising a Burger King Whopper in here. Obviously it'd be better if they weren't there at all but honestly if I played the game and saw these I wouldn't think it's anything out of the ordinary.  Ravelle Member Oct 31, 2017 20,432 Noisepurge said: Fortnite doesn't cost 80$ Click to expand... Click to shrink... It doesn't spam you with multiple windows to buy something either  Rosebud Two Pieces Member Apr 16, 2018 51,386 Wallace said: What a shit franchise. Click to expand... Click to shrink... .   Kyokanto Member Mar 4, 2025 493 For a second I thought this was going to be McDonald's ads or something lol. I wonder how far off that is… Still scummy as is.  Pop-O-Matic Avenger Oct 25, 2017 14,007 MarcosBrXD said: Crazy one of the biggest IPs doing this Click to expand... Click to shrink... Not really. CoD might move more money than most of the rest of the industry put together, but capitalism (especially at publicly traded mega corps like MS and ActiBlizz before them) demands that the line must always be going up, and there isn't really much CoD can do to grow the player base in any significant way in the short-to-medium term, so they're going to start trying out shit like this to get even more money out of the existing players so the line goes up and the shareholders can be happy.   Fabs Member Aug 22, 2019 2,780 Noisepurge said: Fortnite doesn't cost 80$ Click to expand... Click to shrink... Decarb said: Not only is it in a full priced mode, but its also in the weapon customization menu where you least expect it. Click to expand... Click to shrink... jroc74 said: Yeah I dont think it needs to be this aggressive. While trying to play the game tho? "Following the launch of Season 4, adverts for weapon bundles can be seen in the build and weapon menus. These are unavoidable for players as they tinker with their loadouts." Imagine getting hit with Shark Card ads while browsing the in game stores in GTA Online....please Rockstar dont do this. Also this. Click to expand... Click to shrink... Full priced games advertise their dlc in menus all the time. Is it because it's in a new place? Is this that different than having the paid operators in the menu for selection like they have in past CoD? Or when I play Street Fighter and I can't pick Akuma because he costs money? I get it if it was for McDonalds but this seems like rage bait.  Plexas Member Jan 24, 2025 289 Several trillion dollar company needs some money to survive, please understand.   Twister Member Feb 11, 2019 6,692 This franchise peaked with BO3. Everything after has been a disaster   Vertigo1 Member Jun 30, 2023 1,093 CoD will never be as good as it was in the 360 era, ever again.   Sordid Plebeian Member Oct 26, 2017 19,955 Yeah I remember seeing that AI store slop when I booted up S4, and they wonder why they're driving players away   Tommy Showbiz Member Jul 20, 2022 3,727 This is pretty corny, but I was honestly expecting ads for like Dr. Squatch and not just prodding you to buy in-game bundles.   Apathy Member Oct 25, 2017 13,538 So the biggest game, created by the biggest publisher, paced by the riches company in the world needs to slide ads into their paid games. Lovely   DarkJ Member Nov 11, 2017 1,918 Ai slop? Ads in the menus? In a fully priced game? Really just making sure I don't even look at the next game.  T88heon Member Aug 26, 2024 1,042 This is a profitability issue coupled with horrendous stewardship of the ip. If the retail side was profitable would they need to stealthily run ads in "COD" of all ip? 😬  DSync Member Oct 27, 2017 884 Black Ops 6 in 2025 after the most recent update for Season 4 > £70 for the base game > £100 for the "Vault Editon" > £50/60 for a year of PS Plus to play the game online > £10 for the Battlepass > £15 for the Battlepass plus tier skips > £25 for the "Blackcell" Battlepass > Free and Premium (Costs money) Battlepasses for the Seth Rogan Operator Weed event > £16-25 Weapon and Operator bundles > AI art in the emblems, calling cards, posters in certain levels > Ads for bundles in creating a Loadout > Server instability issues > Whole game crashes to desktop/homescreen when editing your loadout during a match > UI Menu lagging > Cheaters, hackers run rampant > Store will 100% work no matter what (Prices for everything may not be exact)  Pai Pai Master Member Oct 25, 2017 37,298 Atlanta GA AI crap and ads, yet people will still buy this shit in record numbers every year  
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  • Automated Text Messages for Business: A Marketer’s Guide

    Reading Time: 9 minutes
    Did you know SMS open rates are as high as 98%, with 45% replying to branded SMS marketing? As texting continues to witness a steady rise, your brand could be missing out if you’re not leveraging automated text messaging for business!
    Text messaging is when your brand communicates with customers via SMS. These messages may be automated, that is, scheduled to be sent at opportune times.
    Interested in sending an automated text message for business? Keep reading.

     
    What is SMS Marketing Automation?
    SMS marketing automation is the process of automatically sending text messages to recipients. It enables brands to send messages when certain trigger conditions are met. For instance, sending messages to a customer to confirm a purchase or remind them to complete a purchase when they have left items in the cart.
    What are the main benefits of automated SMS marketing?
    An automated text message for business can unlock many benefits, some of which are listed below:

    Saving time: Automated text message marketing saves time for core tasks rather than dedicating time for manual text responses for order confirmations, abandoned cart reminders, etc.
    Scalability: Using SMS marketing automation, brands can look to scale their SMS campaigns to a large customer base.
    Strategic communication: With SMS marketing automation, brands can deliver larger automated SMS drip campaigns tailored to specific target groups.
    Greater engagement: 90% of SMS messages are read within 3 minutes of delivery. With automated SMS marketing, brands can send timely responses and elevate customer experience.
    Higher open rates: Automated text messages typically have higher open rates than emails, making them a more favorable medium for reaching customers.

    Is sending automated text messages legal for businesses?
    Businesses can send automated text messages to customers as long as they follow the rules and regulations of the state where they are being sent.
    In the United States, automated text marketing requires following the Telephone Consumer Protection Act, which requires brands to get written consent before sending messages to customers. The new TCPA rules also state that brands need to honor SMS opt-out requests within 10 business days.
    Additionally, the CAN-SPAM Act sets rules for commercial communications. Brands need to ensure that recipients have opted for an automated text message service, as spam messages can result in fines.
    Moving on, how can your brand implement SMS messaging? Here are some use cases for automated text messaging for business to help you get started.
     
    5 Common Use Cases for Automated Text Messaging for Business
    From the many ways in which brands can tap SMS marketing automation, below are a few use cases:
    1. Reminders and Confirmations
    You could send personalized reminders and notifications to customers in the form of an informative automated text message, be it for bill payments, restaurant bookings, or any other appointments.
    Example: “Hi, here’s a reminder of your appointment with Dr. XYZ at 2 PM tomorrow. Reply 1 to confirm, 2 to reschedule, and 3 to cancel.”
    2. Order Confirmations
    SMS marketing automation can be used to send tailored order confirmations and update customers on shipping and delivery. Manually doing this may be cumbersome and lead to errors, making it impossible for brands to operate at scale.
    Text messaging automation software can solve this problem by automatically sending shipping and delivery updates to customers to keep them informed of the latest activity. Triggers can be scheduled depending on the movement of the shipment.
    3. Abandoned Cart Reminders
    An often underrated use of automated text messages for business is nudging customers about items they left in their cart. Brands can incentivize customers to complete their purchase by sending them text messages with specific deals on items left in the cart. The result? Higher potential conversions!
    4. Promotional Offers
    Sending customized offers to customers via SMS marketing automation can be another way to boost conversions. Brands must ensure a crisp message followed by a clear CTA to relevant product pages. In this case, automation can do what is not manually possible. With the use of customer behavioral data, the right customers can be targeted with their preferred products.
    5. Customer Support and Feedback
    While your customer support may not be available 24/7, some customer queries can be handled automatically using automated text messages for business.
    For instance, your brand could answer frequently asked questions. SMS marketing automation can also be used for gathering quick feedback from customers who have recently interacted with your brand by simply including a link in the message.
     
    How to Set Up Automated Text Messages for Business

    Setting up SMS marketing automation is easy and can be accomplished in just 5 steps, as listed below.
    1. Sign up for an automated text messaging service
    To begin your automated text messaging campaign, you would first need to select a platform that meets your requirements. It would be wise to pick a service that allows you to automate end-to-end workflows and empower your team.
    2. Upload recipients’ contact details
    Next, upload the contact details of those who have opted to receive your texts. You can either drag your contact file onto the page or browse for it to upload it. Remember, just having the recipients’ phone numbers doesn’t mean you can start sending them SMS messages right away. They need to explicitly give you their consent first.
    3. Create segmented lists
    Create segmented groups of recipients based on criteria such as demographics, customer type, and so on. This can help your brand send automated text messages to relevant audiences and raise the chances of engagement.
    4. Compose messages
    This step can be highly crucial as the content of your SMS can make or break your connection with your customer. Leveraging data can help with hyper-personalizing your communication. Typically, a crisp message with a relevant CTA could boost your click-through rates.
    5. Schedule, test, and deploy
    Once your text messages are ready, it’s time to set up a schedule to send them. Some messages may be on specific recurring dates like birthdays, while some may be triggered by certain customer actions like cart abandonment. Finally, don’t forget to test your SMS marketing automation before you deploy it!
     
    5 Automated Text Message Examples and Templates for Campaign Inspiration
    Now that you know how to set up automated text messages for business, let’s get some much-needed inspiration for creating your own successful SMS marketing campaigns.
    1. Lulus | Promoting Offers and Deals

    Source: /
    Notice how women’s wear brand Lulus strategically uses automated SMS marketing to remind customers of their ongoing holiday sale, with a link to finish the purchase.
    In this case, automation helps deliver personalized deals to customers who may have earlier browsed through the brand’s website. For those who dropped off the website due to the absence of offers, this SMS can work as a smart nudge to complete that purchase.
    2. Old Navy | Wishing Customers on Special Days

    Source: /
    In the example above, Old Navy not only wishes its customers Happy Mother’s Day, but also goes a step further in offering deals on women’s wear.
    In this case, an automated text message could be used to narrow the target audience to women who are or could be mothers. This also includes wishing them on their special days.
    3. Gaspar | Appointment Confirmation and Reminders

    Source:
    A practical use of automated text messages for business is to confirm appointment reservations and get a response from the customer if they are willing to make changes. To elevate the experience further, the brand could add options to reschedule or cancel the reservation on the SMS itself, using automated text messaging.
    4. Amazon | Shipping and Tracking

    Source:
    This template ticks all the boxes for a well-crafted automated text message for business. Amazon informs the customer of the product name, expected date, and order status, along with the tracking link. These kinds of informative messages tend to be super useful to customers.
    5. The Perfect Jean | Retargeting via Cart Abandonment Messages

    Source
    This automated text message example can serve as a model template for cart abandonment notifications. The brand reminds the customer of the items left in the cart and encourages the purchase by offering a custom discount code and a link to complete the purchase.
     
    Top 3 Automated Text Message Services for Businesses
    SMS marketing automation can be simple to set up with the right tools. Here are some leading services that can help you send automated text messages to your customer base.
    1. MoEngage

    MoEngage’s SMS automation software can make targeted SMS campaigns seem like a breeze with ready-to-use campaign ideas, hyper-personalized messaging, and 360-degree customer views.
    Standout SMS Automation Feature: MoEngage’s automated text message marketing service stands out for its ability to integrate SMS into the overall customer journey and deliver insight-led, revenue-driven campaigns.
    How Pricing Works: Schedule a demo to know which of the two pricing plans works best for your business.
    2. Textedly

    Textedly offers an easy-to-use automated text message software for real-time conversations with your customers. However, it lags behind in providing an omnichannel brand experience.
    Standout SMS Automation Feature: The service has an intuitive platform and also a shared team inbox to ensure timely automated responses for instant customer support.
    How Pricing Works: While the service offers a free plan with limited features, the basic plan starts at a month and varies for other advanced plans.
    3. Sender

    Sender enables SMS automation campaigns for bulk, personalized messages to customers.
    Standout SMS Automation Feature: Sender is an automated SMS software that offers affordable, easy-to-use templates for automating text messaging campaigns. However, it is limited to email and text message services, and does not offer integrated engagement solutions as part of the overall customer experience.
    How Pricing Works: Sender offers a free plan, with paid plans starting at a month.
     
    SMS Marketing Automation Strategies That Improve Campaign Performance
    Sure, you may be excited to launch your own automated SMS campaign. But hold on! There’s so much more you can get from automated text messaging, with some practical SMS marketing automation strategies listed below.
    1. Make your automated text message conversational and interactive
    Customers love it when their brands are responsive to their needs! Using automated SMS services, you can make your text messages conversational. For instance, you can ask a series of questions to help customers reach informed decisions regarding your product or service.
    2. Always ask for consent
    Before blasting automated text messages to your customers, it’s best to get their consent. Clear opt-in and opt-out options are necessary not only from a legal standpoint but also from the transparency angle.
    3. Segment and personalize for your customer
    Nobody likes a random brand message that could be sent to just about anyone. You can use customer demographic and behavioral data to segment your customers into different groups. Armed with better insights, you can send more targeted and personalized text messages to your customers.
    4. Grow your subscriber list with incentives
    Customers would be happy to consent to receiving your brand’s messages if they are offered something in return. Weaving smart opt-in messages with exclusive promotional deals and other perks can grow your subscriber base.
    5. Review the little things
    A text message is one of the quickest ways to reach a customer. When done right, it can work wonders for your brand! But before you hurry to send out texts, remember to include crucial elements like a crisp main message, a valuable offer, a strong CTA, and a link to access the relevant offers or information. Finally, don’t forget to do automated SMS testing before sending the SMS.

     
    Enhance Your Outreach with Automated SMS Marketing from MoEngage
    Brands can use the small but mighty SMS in many ways to deepen customer engagement. However, it is important to get subscriber consent and use other best practices to make the most of automated SMS marketing.
    MoEngage’s SMS marketing platform can help you have smoother interactions with your customers guided by detailed analytics, as part of a seamless omnichannel journey.
    Get a personalized demo to know how MoEngage can help you tap the massive potential of automated text messaging.
    The post Automated Text Messages for Business: A Marketer’s Guide appeared first on MoEngage.
    #automated #text #messages #business #marketers
    Automated Text Messages for Business: A Marketer’s Guide
    Reading Time: 9 minutes Did you know SMS open rates are as high as 98%, with 45% replying to branded SMS marketing? As texting continues to witness a steady rise, your brand could be missing out if you’re not leveraging automated text messaging for business! Text messaging is when your brand communicates with customers via SMS. These messages may be automated, that is, scheduled to be sent at opportune times. Interested in sending an automated text message for business? Keep reading.   What is SMS Marketing Automation? SMS marketing automation is the process of automatically sending text messages to recipients. It enables brands to send messages when certain trigger conditions are met. For instance, sending messages to a customer to confirm a purchase or remind them to complete a purchase when they have left items in the cart. What are the main benefits of automated SMS marketing? An automated text message for business can unlock many benefits, some of which are listed below: Saving time: Automated text message marketing saves time for core tasks rather than dedicating time for manual text responses for order confirmations, abandoned cart reminders, etc. Scalability: Using SMS marketing automation, brands can look to scale their SMS campaigns to a large customer base. Strategic communication: With SMS marketing automation, brands can deliver larger automated SMS drip campaigns tailored to specific target groups. Greater engagement: 90% of SMS messages are read within 3 minutes of delivery. With automated SMS marketing, brands can send timely responses and elevate customer experience. Higher open rates: Automated text messages typically have higher open rates than emails, making them a more favorable medium for reaching customers. Is sending automated text messages legal for businesses? Businesses can send automated text messages to customers as long as they follow the rules and regulations of the state where they are being sent. In the United States, automated text marketing requires following the Telephone Consumer Protection Act, which requires brands to get written consent before sending messages to customers. The new TCPA rules also state that brands need to honor SMS opt-out requests within 10 business days. Additionally, the CAN-SPAM Act sets rules for commercial communications. Brands need to ensure that recipients have opted for an automated text message service, as spam messages can result in fines. Moving on, how can your brand implement SMS messaging? Here are some use cases for automated text messaging for business to help you get started.   5 Common Use Cases for Automated Text Messaging for Business From the many ways in which brands can tap SMS marketing automation, below are a few use cases: 1. Reminders and Confirmations You could send personalized reminders and notifications to customers in the form of an informative automated text message, be it for bill payments, restaurant bookings, or any other appointments. Example: “Hi, here’s a reminder of your appointment with Dr. XYZ at 2 PM tomorrow. Reply 1 to confirm, 2 to reschedule, and 3 to cancel.” 2. Order Confirmations SMS marketing automation can be used to send tailored order confirmations and update customers on shipping and delivery. Manually doing this may be cumbersome and lead to errors, making it impossible for brands to operate at scale. Text messaging automation software can solve this problem by automatically sending shipping and delivery updates to customers to keep them informed of the latest activity. Triggers can be scheduled depending on the movement of the shipment. 3. Abandoned Cart Reminders An often underrated use of automated text messages for business is nudging customers about items they left in their cart. Brands can incentivize customers to complete their purchase by sending them text messages with specific deals on items left in the cart. The result? Higher potential conversions! 4. Promotional Offers Sending customized offers to customers via SMS marketing automation can be another way to boost conversions. Brands must ensure a crisp message followed by a clear CTA to relevant product pages. In this case, automation can do what is not manually possible. With the use of customer behavioral data, the right customers can be targeted with their preferred products. 5. Customer Support and Feedback While your customer support may not be available 24/7, some customer queries can be handled automatically using automated text messages for business. For instance, your brand could answer frequently asked questions. SMS marketing automation can also be used for gathering quick feedback from customers who have recently interacted with your brand by simply including a link in the message.   How to Set Up Automated Text Messages for Business Setting up SMS marketing automation is easy and can be accomplished in just 5 steps, as listed below. 1. Sign up for an automated text messaging service To begin your automated text messaging campaign, you would first need to select a platform that meets your requirements. It would be wise to pick a service that allows you to automate end-to-end workflows and empower your team. 2. Upload recipients’ contact details Next, upload the contact details of those who have opted to receive your texts. You can either drag your contact file onto the page or browse for it to upload it. Remember, just having the recipients’ phone numbers doesn’t mean you can start sending them SMS messages right away. They need to explicitly give you their consent first. 3. Create segmented lists Create segmented groups of recipients based on criteria such as demographics, customer type, and so on. This can help your brand send automated text messages to relevant audiences and raise the chances of engagement. 4. Compose messages This step can be highly crucial as the content of your SMS can make or break your connection with your customer. Leveraging data can help with hyper-personalizing your communication. Typically, a crisp message with a relevant CTA could boost your click-through rates. 5. Schedule, test, and deploy Once your text messages are ready, it’s time to set up a schedule to send them. Some messages may be on specific recurring dates like birthdays, while some may be triggered by certain customer actions like cart abandonment. Finally, don’t forget to test your SMS marketing automation before you deploy it!   5 Automated Text Message Examples and Templates for Campaign Inspiration Now that you know how to set up automated text messages for business, let’s get some much-needed inspiration for creating your own successful SMS marketing campaigns. 1. Lulus | Promoting Offers and Deals Source: / Notice how women’s wear brand Lulus strategically uses automated SMS marketing to remind customers of their ongoing holiday sale, with a link to finish the purchase. In this case, automation helps deliver personalized deals to customers who may have earlier browsed through the brand’s website. For those who dropped off the website due to the absence of offers, this SMS can work as a smart nudge to complete that purchase. 2. Old Navy | Wishing Customers on Special Days Source: / In the example above, Old Navy not only wishes its customers Happy Mother’s Day, but also goes a step further in offering deals on women’s wear. In this case, an automated text message could be used to narrow the target audience to women who are or could be mothers. This also includes wishing them on their special days. 3. Gaspar | Appointment Confirmation and Reminders Source: A practical use of automated text messages for business is to confirm appointment reservations and get a response from the customer if they are willing to make changes. To elevate the experience further, the brand could add options to reschedule or cancel the reservation on the SMS itself, using automated text messaging. 4. Amazon | Shipping and Tracking Source: This template ticks all the boxes for a well-crafted automated text message for business. Amazon informs the customer of the product name, expected date, and order status, along with the tracking link. These kinds of informative messages tend to be super useful to customers. 5. The Perfect Jean | Retargeting via Cart Abandonment Messages Source This automated text message example can serve as a model template for cart abandonment notifications. The brand reminds the customer of the items left in the cart and encourages the purchase by offering a custom discount code and a link to complete the purchase.   Top 3 Automated Text Message Services for Businesses SMS marketing automation can be simple to set up with the right tools. Here are some leading services that can help you send automated text messages to your customer base. 1. MoEngage MoEngage’s SMS automation software can make targeted SMS campaigns seem like a breeze with ready-to-use campaign ideas, hyper-personalized messaging, and 360-degree customer views. Standout SMS Automation Feature: MoEngage’s automated text message marketing service stands out for its ability to integrate SMS into the overall customer journey and deliver insight-led, revenue-driven campaigns. How Pricing Works: Schedule a demo to know which of the two pricing plans works best for your business. 2. Textedly Textedly offers an easy-to-use automated text message software for real-time conversations with your customers. However, it lags behind in providing an omnichannel brand experience. Standout SMS Automation Feature: The service has an intuitive platform and also a shared team inbox to ensure timely automated responses for instant customer support. How Pricing Works: While the service offers a free plan with limited features, the basic plan starts at a month and varies for other advanced plans. 3. Sender Sender enables SMS automation campaigns for bulk, personalized messages to customers. Standout SMS Automation Feature: Sender is an automated SMS software that offers affordable, easy-to-use templates for automating text messaging campaigns. However, it is limited to email and text message services, and does not offer integrated engagement solutions as part of the overall customer experience. How Pricing Works: Sender offers a free plan, with paid plans starting at a month.   SMS Marketing Automation Strategies That Improve Campaign Performance Sure, you may be excited to launch your own automated SMS campaign. But hold on! There’s so much more you can get from automated text messaging, with some practical SMS marketing automation strategies listed below. 1. Make your automated text message conversational and interactive Customers love it when their brands are responsive to their needs! Using automated SMS services, you can make your text messages conversational. For instance, you can ask a series of questions to help customers reach informed decisions regarding your product or service. 2. Always ask for consent Before blasting automated text messages to your customers, it’s best to get their consent. Clear opt-in and opt-out options are necessary not only from a legal standpoint but also from the transparency angle. 3. Segment and personalize for your customer Nobody likes a random brand message that could be sent to just about anyone. You can use customer demographic and behavioral data to segment your customers into different groups. Armed with better insights, you can send more targeted and personalized text messages to your customers. 4. Grow your subscriber list with incentives Customers would be happy to consent to receiving your brand’s messages if they are offered something in return. Weaving smart opt-in messages with exclusive promotional deals and other perks can grow your subscriber base. 5. Review the little things A text message is one of the quickest ways to reach a customer. When done right, it can work wonders for your brand! But before you hurry to send out texts, remember to include crucial elements like a crisp main message, a valuable offer, a strong CTA, and a link to access the relevant offers or information. Finally, don’t forget to do automated SMS testing before sending the SMS.   Enhance Your Outreach with Automated SMS Marketing from MoEngage Brands can use the small but mighty SMS in many ways to deepen customer engagement. However, it is important to get subscriber consent and use other best practices to make the most of automated SMS marketing. MoEngage’s SMS marketing platform can help you have smoother interactions with your customers guided by detailed analytics, as part of a seamless omnichannel journey. Get a personalized demo to know how MoEngage can help you tap the massive potential of automated text messaging. The post Automated Text Messages for Business: A Marketer’s Guide appeared first on MoEngage. #automated #text #messages #business #marketers
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    Automated Text Messages for Business: A Marketer’s Guide
    Reading Time: 9 minutes Did you know SMS open rates are as high as 98%, with 45% replying to branded SMS marketing? As texting continues to witness a steady rise, your brand could be missing out if you’re not leveraging automated text messaging for business! Text messaging is when your brand communicates with customers via SMS. These messages may be automated, that is, scheduled to be sent at opportune times. Interested in sending an automated text message for business? Keep reading.   What is SMS Marketing Automation? SMS marketing automation is the process of automatically sending text messages to recipients. It enables brands to send messages when certain trigger conditions are met. For instance, sending messages to a customer to confirm a purchase or remind them to complete a purchase when they have left items in the cart. What are the main benefits of automated SMS marketing? An automated text message for business can unlock many benefits, some of which are listed below: Saving time: Automated text message marketing saves time for core tasks rather than dedicating time for manual text responses for order confirmations, abandoned cart reminders, etc. Scalability: Using SMS marketing automation, brands can look to scale their SMS campaigns to a large customer base. Strategic communication: With SMS marketing automation, brands can deliver larger automated SMS drip campaigns tailored to specific target groups. Greater engagement: 90% of SMS messages are read within 3 minutes of delivery. With automated SMS marketing, brands can send timely responses and elevate customer experience. Higher open rates: Automated text messages typically have higher open rates than emails, making them a more favorable medium for reaching customers. Is sending automated text messages legal for businesses? Businesses can send automated text messages to customers as long as they follow the rules and regulations of the state where they are being sent. In the United States, automated text marketing requires following the Telephone Consumer Protection Act (TCPA), which requires brands to get written consent before sending messages to customers. The new TCPA rules also state that brands need to honor SMS opt-out requests within 10 business days. Additionally, the CAN-SPAM Act sets rules for commercial communications. Brands need to ensure that recipients have opted for an automated text message service, as spam messages can result in fines. Moving on, how can your brand implement SMS messaging? Here are some use cases for automated text messaging for business to help you get started.   5 Common Use Cases for Automated Text Messaging for Business From the many ways in which brands can tap SMS marketing automation, below are a few use cases: 1. Reminders and Confirmations You could send personalized reminders and notifications to customers in the form of an informative automated text message, be it for bill payments, restaurant bookings, or any other appointments. Example: “Hi [Customer Name], here’s a reminder of your appointment with Dr. XYZ at 2 PM tomorrow. Reply 1 to confirm, 2 to reschedule, and 3 to cancel.” 2. Order Confirmations SMS marketing automation can be used to send tailored order confirmations and update customers on shipping and delivery. Manually doing this may be cumbersome and lead to errors, making it impossible for brands to operate at scale. Text messaging automation software can solve this problem by automatically sending shipping and delivery updates to customers to keep them informed of the latest activity. Triggers can be scheduled depending on the movement of the shipment. 3. Abandoned Cart Reminders An often underrated use of automated text messages for business is nudging customers about items they left in their cart. Brands can incentivize customers to complete their purchase by sending them text messages with specific deals on items left in the cart. The result? Higher potential conversions! 4. Promotional Offers Sending customized offers to customers via SMS marketing automation can be another way to boost conversions. Brands must ensure a crisp message followed by a clear CTA to relevant product pages. In this case, automation can do what is not manually possible. With the use of customer behavioral data, the right customers can be targeted with their preferred products. 5. Customer Support and Feedback While your customer support may not be available 24/7, some customer queries can be handled automatically using automated text messages for business. For instance, your brand could answer frequently asked questions (FAQs). SMS marketing automation can also be used for gathering quick feedback from customers who have recently interacted with your brand by simply including a link in the message.   How to Set Up Automated Text Messages for Business Setting up SMS marketing automation is easy and can be accomplished in just 5 steps, as listed below. 1. Sign up for an automated text messaging service To begin your automated text messaging campaign, you would first need to select a platform that meets your requirements. It would be wise to pick a service that allows you to automate end-to-end workflows and empower your team. 2. Upload recipients’ contact details Next, upload the contact details of those who have opted to receive your texts. You can either drag your contact file onto the page or browse for it to upload it. Remember, just having the recipients’ phone numbers doesn’t mean you can start sending them SMS messages right away. They need to explicitly give you their consent first. 3. Create segmented lists Create segmented groups of recipients based on criteria such as demographics, customer type, and so on. This can help your brand send automated text messages to relevant audiences and raise the chances of engagement. 4. Compose messages This step can be highly crucial as the content of your SMS can make or break your connection with your customer. Leveraging data can help with hyper-personalizing your communication. Typically, a crisp message with a relevant CTA could boost your click-through rates. 5. Schedule, test, and deploy Once your text messages are ready, it’s time to set up a schedule to send them. Some messages may be on specific recurring dates like birthdays, while some may be triggered by certain customer actions like cart abandonment. Finally, don’t forget to test your SMS marketing automation before you deploy it!   5 Automated Text Message Examples and Templates for Campaign Inspiration Now that you know how to set up automated text messages for business, let’s get some much-needed inspiration for creating your own successful SMS marketing campaigns. 1. Lulus | Promoting Offers and Deals Source: https://smsarchives.com/messages/lulus-text-message-marketing-example-12-31-2021/ Notice how women’s wear brand Lulus strategically uses automated SMS marketing to remind customers of their ongoing holiday sale, with a link to finish the purchase. In this case, automation helps deliver personalized deals to customers who may have earlier browsed through the brand’s website. For those who dropped off the website due to the absence of offers, this SMS can work as a smart nudge to complete that purchase. 2. Old Navy | Wishing Customers on Special Days Source: https://smsarchives.com/messages/old-navy-text-message-marketing-example-05-09-2021/ In the example above, Old Navy not only wishes its customers Happy Mother’s Day, but also goes a step further in offering deals on women’s wear. In this case, an automated text message could be used to narrow the target audience to women who are or could be mothers. This also includes wishing them on their special days. 3. Gaspar | Appointment Confirmation and Reminders Source: https://support.opentable.com/servlet/rtaImage?eid=ka0UQ0000003ogD&feoid=00N0c00000Ay3y5&refid=0EMDn000001hK7V A practical use of automated text messages for business is to confirm appointment reservations and get a response from the customer if they are willing to make changes. To elevate the experience further, the brand could add options to reschedule or cancel the reservation on the SMS itself, using automated text messaging. 4. Amazon | Shipping and Tracking Source: https://www.wonderment.com/hubfs/Wonderment_September2021/image/amazon_sms_shipping_alerts_w720.jpg This template ticks all the boxes for a well-crafted automated text message for business. Amazon informs the customer of the product name, expected date, and order status, along with the tracking link. These kinds of informative messages tend to be super useful to customers. 5. The Perfect Jean | Retargeting via Cart Abandonment Messages Source This automated text message example can serve as a model template for cart abandonment notifications. The brand reminds the customer of the items left in the cart and encourages the purchase by offering a custom discount code and a link to complete the purchase.   Top 3 Automated Text Message Services for Businesses SMS marketing automation can be simple to set up with the right tools. Here are some leading services that can help you send automated text messages to your customer base. 1. MoEngage MoEngage’s SMS automation software can make targeted SMS campaigns seem like a breeze with ready-to-use campaign ideas, hyper-personalized messaging, and 360-degree customer views. Standout SMS Automation Feature: MoEngage’s automated text message marketing service stands out for its ability to integrate SMS into the overall customer journey and deliver insight-led, revenue-driven campaigns. How Pricing Works: Schedule a demo to know which of the two pricing plans works best for your business. 2. Textedly Textedly offers an easy-to-use automated text message software for real-time conversations with your customers. However, it lags behind in providing an omnichannel brand experience. Standout SMS Automation Feature: The service has an intuitive platform and also a shared team inbox to ensure timely automated responses for instant customer support. How Pricing Works: While the service offers a free plan with limited features, the basic plan starts at $26 a month and varies for other advanced plans. 3. Sender Sender enables SMS automation campaigns for bulk, personalized messages to customers. Standout SMS Automation Feature: Sender is an automated SMS software that offers affordable, easy-to-use templates for automating text messaging campaigns. However, it is limited to email and text message services, and does not offer integrated engagement solutions as part of the overall customer experience. How Pricing Works: Sender offers a free plan, with paid plans starting at $10 a month.   SMS Marketing Automation Strategies That Improve Campaign Performance Sure, you may be excited to launch your own automated SMS campaign. But hold on! There’s so much more you can get from automated text messaging, with some practical SMS marketing automation strategies listed below. 1. Make your automated text message conversational and interactive Customers love it when their brands are responsive to their needs! Using automated SMS services, you can make your text messages conversational. For instance, you can ask a series of questions to help customers reach informed decisions regarding your product or service. 2. Always ask for consent Before blasting automated text messages to your customers, it’s best to get their consent. Clear opt-in and opt-out options are necessary not only from a legal standpoint but also from the transparency angle. 3. Segment and personalize for your customer Nobody likes a random brand message that could be sent to just about anyone. You can use customer demographic and behavioral data to segment your customers into different groups. Armed with better insights, you can send more targeted and personalized text messages to your customers. 4. Grow your subscriber list with incentives Customers would be happy to consent to receiving your brand’s messages if they are offered something in return. Weaving smart opt-in messages with exclusive promotional deals and other perks can grow your subscriber base. 5. Review the little things A text message is one of the quickest ways to reach a customer. When done right, it can work wonders for your brand! But before you hurry to send out texts, remember to include crucial elements like a crisp main message, a valuable offer, a strong CTA, and a link to access the relevant offers or information. Finally, don’t forget to do automated SMS testing before sending the SMS.   Enhance Your Outreach with Automated SMS Marketing from MoEngage Brands can use the small but mighty SMS in many ways to deepen customer engagement. However, it is important to get subscriber consent and use other best practices to make the most of automated SMS marketing. MoEngage’s SMS marketing platform can help you have smoother interactions with your customers guided by detailed analytics, as part of a seamless omnichannel journey. Get a personalized demo to know how MoEngage can help you tap the massive potential of automated text messaging. The post Automated Text Messages for Business: A Marketer’s Guide appeared first on MoEngage.
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  • The Last Of Us Season Two, Episode Seven Recap: Abby Road

    We made it, everybody. We’ve reached the end of HBO’s The Last of Us. Wait, sorry, I’m getting word in my earpiece that…we’re only halfway done with it because this show’s going for four seasons. At this point, I’m mostly feeling deflated. Last week’s episode was such a catastrophic bummer that it cemented for me that the show fundamentally misunderstands The Last of Us Part II, the game this season and those that are still yet to come are adapting. But you know how your mother would tell you not to play ball in the house because you might accidentally break the priceless vase on display in the living room? Well, if you’ve already broken the vase, you might as well keep playing ball, so we’ll probably be doing this song and dance into 2029. For now, we’re on the season two finale, which essentially wraps up Ellie’s side of this condensed revenge story and reveals the premise of season three. Most game fans probably assumed this was where the season would end and, if nothing else, it’s still a bold cliffhanger to leave off on.Suggested ReadingNintendo Switch 2 Price Is Set at for Now, But Could Go Higher

    Share SubtitlesOffEnglishSuggested ReadingNintendo Switch 2 Price Is Set at for Now, But Could Go Higher

    Share SubtitlesOffEnglishNintendo Switch 2 Price Is Set at for Now, But Could Go HigherGuilty as chargedAfter last week’s flashback-heavy episode, we open on Jessetending to wounds the Seraphites have inflicted on Dina, which means we get a real heinous scene of him doing some amateur surgeon’s work to remove the arrow she took to the knee. He douses it in alcohol and offers her a sip to dull the pain, but she staunchly refuses without explaining why. They made Jesse an asshole in this show, but he’s still a smart guy. The gears start turning in his head about why she might turn down a swig right now. Nevertheless, he takes that motherfucker out with no anesthetic, booze, or supportive bedside girlfriend to help Dina through it.Speaking of the absent girlfriend, Elliefinally returns to their theater base of operations. Now that she’s back, all her concern is on Dina, but Jesse is still wondering where the hell she’s been this whole time. Dina is resting backstage, and even though we only see these details for a few minutes, I once again want to shout out the set designers who recreated this little safe haven, which is covered in old show posters and graffiti from bands and artists that performed there before the cordyceps took over. I’m sure Joel would have loved to have seen it.Dina stirs awake and Ellie checks her wound. Jesse’s effort to wrap the injury leaves a lot to be desired, but it should heal in time. Ellie asks if the baby’s alright, and Dina says it’s okay.“How do you know?” Ellie asks.“I just do,” Dina replies.The one who is not okay in the room is Ellie, who is bleeding through the back of her shirt. Dina helps her undress and starts to clean the scratches on her back. As she does, she asks what happened while they were separated. Ellie says she found Nora, and she knew where Abbywas, but only said two words: “Whale” and “Wheel.” Ellie says she doesn’t know what it meant. It could have been nonsense. She was infected, and it was already starting to affect her cognitive state.“I made her talk,” Ellie whispers. “I thought it would be harder to do, but it wasn’t. It was easy. I just kept hurting her.”Image: HBODina asks if Ellie killed her, but she says she just “left her,” meaning that somewhere in this timeline, Nora is wandering the depths of a Seattle hospital with broken legs and an infected mind. I thought the show couldn’t possibly concoct a worse fate for her than what happens in the game, but they found a way. It takes commitment to put down a character like showrunners Craig Mazin and Neil Druckmann have done for Nora across both video games and television. Personally, I think when you already know that people are wary of the way you treat one of the few Black women in your franchise as if she doesn’t deserve the same dignity as everyone else, maybe you should do better by her when given a second chance, rather than worse. But that’s just me. I’m not the one being paid a bunch of money to butcher this story on HBO Max every Sunday at 9 p.m. Eastern. So what do I know?Maybe this is just part of the contrived sadism the show has attached to Ellie. She thinks violence is easy and it comes naturally to her, so I guess she would beat a woman nearly to death until the fungal infection made her lose her mind. Meanwhile the game version is so traumatized by what she’s done in this moment, she’s practically speechless by the time she reaches the theater. God, I knew this shit was going to happen. Mazin has repeatedly insisted that Ellie is an inherently violent individual, something he’s communicated both in interviews and by having Catherine O’Hara’s Gail, the therapist who tells you what the story is about, say that she’s always been a sadist, probably. Now, when we get to moments like the post-Nora debrief which used to convey that Ellie is Not Cut Out For This Shit, the framing instead becomes “Ellie likes violence and feels bad about how much she likes violence.”Before The Last of Us Part II came out, a lot of Naughty Dog’s promotion for the game was kind of vague and even deceptive in an effort to keep its biggest twists under wraps, and some of the messaging it used to talk about the game’s themes have irrevocably set a precedent for how the game’s story is talked about years later. When the game was first revealed in 2016, the studio said the story would be “about hate,” which paints a much more destructive and myopic picture of Ellie’s journey than the one driven by love and grief she actually experiences through the course of the game.One of the most annoying things about being a Last of Us fan is that its creators love to talk about the series in ways that erase its emotional complexity, making it sound more cynical and underhanded when the actual story it’s telling is anything but. I can’t count how many times I’ve heard people reductively parroting notions that The Last of Us Part II is just about “hate” and “guilting the player” for taking part in horrifying actions when they literally have no choice but to do so, rather than cracking the text open and dissecting that nuance. Mazin’s openly-expressed belief that Ellie is an intrinsically bloodthirsty person similarly bleeds into how a lot of the public perceives her as a character, seeing her as a violent ruffian rather than a grieving daughter who was only ever taught to express her pain by inflicting it on those who made her feel it in the first place. Discussing these games as a fan means having to fight against these notions, but they’re born from a game built on subtext, and thus willingly opens itself to those interpretations.Its willingness to dwell in ambiguity only makes it a more fascinating text to unpack, or it would, if we lived in a world where discussing video games wasn’t a volatile experience in which you constantly run the risk of being targeted for performative online dunks, or running up against rabid console tribalism. Now, the Last of Us show has decided to lean into the most boring interpretation of what this story is about without an ounce of subtlety, nuance, or even sympathy for Ellie’s plight. She is a sadist who does terrible things not simply because she’s grieving her father figure, but because this is just who she is. Mazin has deemed it so, and here we are, and this vision of her will no doubt weave itself into the fabric of how we talk about Ellie Williams, even in the game.This story only has any thematic weight if Ellie’s violent outbursts are rooted in pain, not pleasure. Yeah, what we’re seeing in the show is her acting from a mix of those things but, in the game at least, the most affecting moments of Ellie’s Seattle revenge tour happen when she has to confront how she is not built for acts of violent excess in the same way Joel was. She never has been. Back in Part I, she was sick to her stomach when she committed her first kill to save Joel, and the entire point of Part II was that we see her cut off parts of herself to do what she feels she must, only to find that she’s unable to recognize herself when it’s all over. In the show, she is instead mesmerized by carnage, only to decide she doesn’t like that she feels that way, actually. But all this self-reflection is fleeting, because she’s only killed one person on her list, and there’s a lot more work to do. How many Joels is Nora’s life worth to Ellie? One-fifth?While Ellie is wrestling with these feelings, Dina is about to see things with more clarity than ever. At first, she says that Nora may have deserved this fate worse than death, to which Ellie says “Maybe she didn’t,” before telling her girlfriend everything. She tearfully recounts Joel’s massacre of the Fireflies at the base in Salt Lake City, how the group was going to use her immunity to create a cure, and how Joel killed Abby’s father to save her. Dina puts it all together and asks Ellie if she knew who Abby’s group was. She says she didn’t, but she did know what Joel did. Dina sits with that for a moment, then flatly says the group needs to go home.So I guess this is how the show gets Dina, who’s been pretty revenge-hungry thus far, back onto the track she’s on in the games. Without spoiling scenes in the late game for the uninitiated, some major points of conflict at the end of Part II require her to be less on-board with Ellie’s vendetta, so the fact that she’s been egging her girlfriend on to track down Abby was an odd choice. I wasn’t sure how the show would handle it down the line, but it seems the way HBO’s show has course-corrected was by having her condemn Joel’s actions. Dina had her own relationship with the old man in the show, so I imagine that in a later season she’ll interrogate how she feels about him in light of this new information, but having her more or less get off the ride when she learns what Joel has done sets up a contrast between her and Ellie that I’m curious to see how the show handles.The shame of it, though, is that this is just one more thing that undermines one of the core foundations of the source material, and I have to get at least one more jab in on this topic before we end the season. In The Last of Us Part II, when you look at what is actually expressed in dialogue, you see that characters are often lacking important information about each other. This lack of communication is an important part of its storytelling, but the show is instead having characters tell everyone everything. In Part II, Joel and Ellie don’t know who Abby’s father was. It’s strongly implied that no one other than Joel, Ellie, and Tommy knew about what happened in Salt Lake City, not even Dina. The more the show bridges these gaps of communication, the more senseless this entire tit-for-tat feels. To be clear, it was senseless in the game, but it was in a tragic, “these people are so blinded by their emotions that they can’t fathom another path forward” sort of way. This time around, everyone knows exactly what’s happening and chooses to partake in violence anyway. We don’t have any mystery or lack of communication to fall back on as a we struggle to understand why the characters keep making these self-destructive decisions. Everyone is just knowingly the worst version of themselves this time around, and I guess Mazin thinks that’s the point, which is the kind of boring interpretation that makes the show such an inferior version of this story.Family mattersWe now begin our third day in Seattle. Ellie and Jesse are packing up to get going in the theater lobby. The plan is to find Tommysomewhere in the city and then head back to Jackson. However, Jesse is a lot less talkative this morning. Dina limps into the lobby, and after a brief scolding for being on her feet, she gives Ellie a bracelet for good luck.“I’m not sure it’s been working for you,” Ellie jokes.“I’m alive,” Dina replies.Jesse is clearly uncomfortable watching his exgive Ellie a prized possession, and says he can go alone if Dina wants Ellie to stay. Ellie says they’ll be safer together. Jesse relents and says they should be back by sundown. The tension is radiating off him, but the pair leaves Dina in the safety of the theater.Image: HBOEllie and Jesse awkwardly walk through the remains of Seattle. She finally breaks the silence by asking how he found Ellie and Dina’s theater base. He recounts his two days of tracking, giving a shoutout to the horse Shimmer who’s still vibing in the record store the girls left her at, but he’s clearly pissed. Ellie assumes it’s because he and Tommy had to cross state lines to come find them, but no, there’s something else on his mind. Why do Ellie and Dina look at each other differently? Why did Dina turn down a free drink for the first time in her life? He’s putting it all together. Dina and Ellie are no longer just gals being pals, and hisgirlfriend is pregnant.“None of this has to change things between us,” Ellie says.“Everything changing doesn’t have to change things?” Jesse asks. “Well, how about this for something new: I’m gonna be a father, which means I can’t die. But because of you, we’re stuck in a warzone. So how about we skip the apologies and just go find Tommy so I can get us and my kid the fuck out of Seattle?”Wow, okay. Judgey, much? I mean, you’re right, Jesse. This is a no good, very bad situation, and Ellie has put your kid in danger and won’t even tell you she was torturing a woman last night. But god, I miss kindhearted Jesse. I miss Ellie’s golden retriever best friend who, when finding out Dina was pregnant, firmly but gently told Ellie it was time to get the fuck out of Seattle. Now that the show has created a messy cheating love triangle out of these three, I’m once again reflecting on how The Last of Us Part II could have very easily made this storyline a dramatic, angry one, and instead it was one of the brighter spots in a dark tale. Meanwhile, in the show, the whole thing feels like it’s regressed to a rote and predictable earlier draft of the story that’s much less refreshing and compelling than the one we already know. Justice for Jesse. This is character assassination of the goodest boy in all of Jackson. Well, actually, that’s Abby’s job. Sorry, sorry. That’s actually not for another 35 minutes.As the two move further into the city, they see more art praising the Seraphite prophet on the buildings, but she looks notably different than in images we’ve seen previously. This art depicts a Black woman, whereas others have typically portrayed the prophet as white. Ellie wonders aloud if there’s “more than one of her.” Jesse says it’s possible, but ushers her forward as rain starts pouring down. I’m curious what the show might be doing here, as this is a divergence from Part II. Could the Seraphites be a kind of polytheistic group in the show that follows multiple prophets? Could they believe the Prophet was reincarnated into a different woman at some point? All we can do is theorize, but we haven’t seen much of the Seraphites this season so we don’t have much to go on. Which is by design, and feels pretty in-line with Part II, which didn’t tell you much about the group during Ellie’s three days in Seattle. We’ll pick this thread back up next season, I’m sure.The pair takes shelter but before they can catch their breath, they hear the popping sound of gunfire nearby as a W.L.F. squad corners a lone Seraphite. Ellie and Jesse watch in horror as the wolves strip and drag him away. Just as Ellie nearly gets out from cover to intervene, Jesse pulls her back. Once the coast is clear, Ellie walks away in a huff. As Jesse follows, he points out that they were outnumbered and would have lost that fight.“He was a fucking kid!” Ellie shouts.“Ellie, these peopleshooting each other, lynching each other, ripping each other’s guts out,” Jesse says. “Even the kids? I’m not dying out here. Not for any of them. This is not our war.”Who the fuck is this man? I touched on it in episode five, but what is with this show putting all of Ellie’s unlikable traits on other characters so she keeps getting to be the hero? Jesse turns from a selfless guardian into a selfish asshole who will watch a kid get tortured to save himself while Ellie is suddenly very concerned about a war that, in the game, she seemed largely indifferent to. It’s as if The Last of Us’ second season is so concerned with us liking Ellie and feeling like we can root for her that it’s lost sight of anything else.So Jesse gets to be the belligerent asshole and Dina gets to be the revenge-driven one in the relationship. Ellie? She’s just bee-bopping through spouting cool space facts, and so when she tortures Nora, it feels like tonal whiplash. I don’t recognize Jesse. Most of the time, I don’t recognize Ellie. But really, the more I watch this show, the more I hardly recognize anyone, and I don’t have any faith in the series to figure these characters and their relationships out, even if it’s going to go on for two more seasons.Will the circle be unbroken?We shift away from the Jackson crew to check in on Isaac, who we haven’t seen in a few episodes. Sergeant Parkupdates the W.L.F. boss that the incoming storm will get worse as the day goes on, but even so, the group is still preparing some kind of operation. She also lets him know the rank and file is a little nervous about whatever’s going on, but Isaac’s only concerned about one person: Abby. From the sound of it, she and most of her crew have all disappeared over the past few days. We’ve seen what happened to Nora, Manny is still around, but Owen and Mel are gone without a trace. Again, Isaac isn’t concerned with them. He’s nervous that they’re going into whatever operation they’re planning without Abby. Park is clearly exhausted by this lane of thinking and asks why he cares so much about the girl.Image: HBOShe starts off asking why one “great” soldier is so important when they have an army, and then gets into a weird aside where she exasperatedly asks Isaac if he’s harboring feelings for the girl when he’s at least 30 years her senior. I don’t know if this line is supposed to be a joke, but it’s not funny, even though Isaac laughs at it. She acknowledges it’s an out-of-pocket question, but says he “wouldn’t be the first old man” to make decisions based on such inappropriate impulses. As much as it’s a stupid thing for Park to say, it’s also a stupid thing for the writers room to nonchalantly whip out in a humorous fashion given The Last of Us’ history of old men preying on young women with the character of David. Why write this non-joke into your script if you don’t want viewers to possibly view his fixation on Abby as potentially untoward? Isaac’s following speech focuses on the preservation of his militia, in a very similar way to how David’s preoccupation with Ellie in season one was born from the cannibal’s warped views on longevity, and if you’re not trying to make this direct connection, why even gesture at it? Yeah, I don’t imagine anyone considered the optics of this obviously flippant, throwaway line, but Christ, if you’re that desperate for a joke or moment to cut the tension, this was the best you could come up with? Amateur shit.Isaac sits Park down and tells her why he cares so much about one soldier. He says there’s a very strong chance that the W.L.F. leadership will be dead by tomorrow morning. If that happens, who can lead the militia in their stead? He wanted it to be Abby. It was “supposed” to be her.“Well she’s fucked off, Isaac,” Park says as she leaves. “So maybe it wasn’t.”We go back to the Jackson crew as Ellie and Jesse reach the rendezvous point in a bookstore, and Tommy isn’t here. The place is in bad shape like most places are in this city, but Ellie gravitates to the children’s books section. She picks up an old Sesame Street book, the Grover classic The Monster at the End of This Book, and picks it up for the bun in the oven as Jesse says she picked a good one. As the quiet creeps in on the two, Ellie tries to break the silence by clarifying what happened, but Jesse says they have enough problems for the moment, so he wants to bury the issue.He says he loves Dina, but not in the same way Ellie does. He remembers a group that passed through Jackson, and how there was a girl he fell hard for. She asked him to leave with her to Mexico, but he declined because he’d found purpose and community in Jackson, and he was taught to put others first. People look to him to become the “next Maria” and lead the town, and he couldn’t abandon them for a girl he’d known for two weeks, even if she made him feel things he’d never felt before.Ellie immediately sees through this story. It’s not about him pointing out how he’s felt love and knows that he and Dina aren’t the real deal; it’s about how she’s putting her own needs and wants ahead of everyone else’s.“Okay, got it,” Ellie says. “So you’re Saint Jesse of Wyoming, and everyone else is a fucking asshole.”“You can make fun of me all you want,” Jesse responds. “But let me ask you this, Ellie: If I go with that girl to Mexico, who saves your ass in Seattle?”Before she can reply, they hear W.L.F. radio chatter about a sniper taking out a squad and assume it’s gotta be Tommy. The two head out to higher ground to get a better look, and Ellie sees a Ferris wheel in the distance. She finally puts Nora’s final words together: Abby is in the aquarium at the edge of the city. Immediately, her focus shifts away from Tommy as she starts trying to figure out how to reach Abby’s apparent hiding spot. Jesse is confused and says that Tommy’s got the W.L.F. pinned down in the opposite direction. Ellie starts coming up with justifications for her plan. They don’t know if that’s actually Tommy. If it is him, he’s got the group pinned down. Either way, he would want her to go after Abby to avenge Joel. Ellie doesn’t understand why Jesse is so against this. He voted to go after Abby’s crew back in Jackson, right?Image: HBONo, actually. He didn’t. He believed this vendetta was selfish and “wasn’t in the best interest of the community.” That sets Ellie off.“Fuck the community!” she screams. “All you do is talk about the fucking community, you hypocrite. You think you’re good and I’m bad? You let a kid die today, Jesse. Because why? He wasn’t in your community? Let me tell you about my community. My community was beaten to death in front of me while I was forced to fucking watch. So don’t look at me like you’re better than me, or like you’d do anything differently if you were in my shoes, because you’re not, and you wouldn’t.”Jesse takes a beat, then tells Ellie he hopes she makes it to the aquarium as he leaves. While this scene does exemplify the show’s typicalal “no subtext allowed” approach to writing that I find so irksome, the storyline of Ellie feeling ostracized by the people of Jackson while constantly being told that she must make compromises for them even as they are incapable of extending the same to her is one of the few embellishments The Last of Us makes that resonates with me. It’s easy to write off Ellie’s revenge tour as a selfish crusade that puts everyone else in harm’s way, but when she’s also one of the few out queer people in a town that mostly coddles bigotry and she’s being constantly belittled and kept from doing things she wants to do like working on the patrol team, why would she feel any kinship to this community? Now, when she’s so close to her goal that she can almost taste it, Jesse wants her to consider the people of Jackson? Why should she do that? They’re hundreds of miles away, and the only people who came to save her and Dina were the ones who already cared about her. Ellie’s disillusionment with her neighbors is one of the few additions to the story that The Last of Us manages to pull off.Ellie reaches the harbor from which she can use a boat to reach the aquarium and finds several Wolves meeting up on vessels heading somewhere off the coast. Isaac is here leading the charge, but it’s unclear where they’re going or what they’re doing. Game fans have the advantage of knowing what’s going on, but the W.L.F. storyline feels underbaked in this season, which is one of the real issues with the show dividing the game’s storyline into multiple seasons. During this section of the game, you get a sense that there’s an untold story happening in the background, and you can learn more about it through notes you can find in the environment and ambient dialogue from enemies. The show doesn’t have those same storytelling tools, so I wouldn’t be surprised if newcomers felt a little disoriented every time we hopped over to Isaac.Once the W.L.F. forces make their way wherever they’re going, Ellie finds one of the spare boats and starts to make her way to the aquarium. The storm is hitting hard, though, and the tide is not on her side. A giant tidal wave knocks her out of the boat and into the sea.As she washes up onto the shore, Ellie hears Seraphites whistling as a group of them descends upon her. She’s too weak to get onto her feet and run, so the cultists grab her and carry her to a noose hanging from a tree in the woods. She screams that she’s not a Wolf and that she’s not from here, but they don’t listen. As they wrap the noose around her neck and start to hoist her upward, a horn sounds off in the distance. The lead Scar says to leave her, their village is in danger, so I guess that’s what the W.L.F. operation is targeting? This concludes our latest little exposition detour, as Ellie gets right back into the boat to the aquarium.Image: HBOShe manages to reach the building and finds a broken window through which to enter. Inside, she finds several makeshift beds. Whatever Abby’s doing here, she’s not alone. As Ellie makes her way deeper into the aquarium, she finds a ton of medical supplies, including bloody bandages and surgical equipment. Was Abby injured? Is that why she’s been missing in action as the W.L.F. undergoes a huge, all-hands-on-deck mission? Who’s to say?Quick sidenote: When Ellie infiltrates the aquarium in the game, she’s attacked by a guard dog named Alice. The W.L.F. used trained canines in their war against the Seraphites, but that element has been notably absent from the show. Between this and sparing Shimmer from her explosive fate, The Last of Us has been toning down the animal murder.Ellie keeps walking through the desolate aquarium and eventually finds fresh footsteps. She follows them and soon finds their source: Abby’s friends Owenand Mel. The two are arguing about something, though it’s not clear what. Owen wants to go somewhere behind enemy lines, even in the midst of the battle Isaac has just initiated. He says he doesn’t have a choice because “it’s Abby.” Mel says he does have a choice and so does she, and the Abby of it all is why she’s not going along with whatever the plan is. Owen says he’ll do it on his own, and if Mel’s still here when they get back, she can “keep going with.” Either way, Owen’s leaving. Mel let’s out a hearty “fuck you, Owen” before realizing that Ellie is there. Sure seems like there’s a whole other story that’s been going on while we’ve been hanging out with Ellie, huh? I wonder if we’ll ever get any further insight into whatever this is. Perhaps in a season entirely dedicated to the other side of what’s going on in Seattle? Maybe in a couple years it might premiere on HBO Max? That would be something!Ellie holds the two at gunpoint and tells them to put their hands up. When she asks where Abby is, Owen realizes who she is and points out that he was the one who kept her alive. Ellie isn’t swayed by this, so he says they don’t know where Abby went. But, of course, they were just talking about her, so Ellie knows that’s not true. She spots a map on the table and decides to pull out an old Joel Miller standard: She tells Mel to bring her the map and point to where Abby is, saying that next she’s going to ask Owen the same question, and the answers had better match. Owen looks at Mel and says that Ellie will kill them either way, so there’s no reason to comply. Ellie says she won’t because she’s “not like” them. When she crosses state lines to torture and kill someone who killed somebody important to her, it’s very different than when they do it, of course.Owen stops Mel from grabbing the map by saying he’ll do it. He slowly turns to the table, but instead of picking up the map, he grabs a handgun stowed under it. Ellie is quick with her trigger finger and shoots him right in the throat. The bullet goes straight through him, and hits Mel in the neck as well. She falls onto her back and, instead of cursing Ellie, she asks for her help. Not to save her life, but someone else’s. She opens her jacket to reveal her pregnant belly, and asks if Ellie has a knife to cut the baby out of her before she dies. Ellie is in shock and doesn’t know what to do. Mel tells her she just needs to make one incision. That isn’t enough direction, and Ellie panics. She doesn’t know how deep or which direction to cut. As Mel starts to become delirious, she repeats “love transfers” and then asks Ellie if the baby is out. But she hasn’t even made one cut. Mel finally drifts off, and Ellie realizes it’s too late. She sits there until, eventually, Tommy and Jesse find her. Tommy attempts to comfort her, but she’s in shock and doesn’t speak. Finally they leave and head back to the theater.Naughty Dog / Cinematic GamingWhy can’t this show stop giving the audience outs to not turn against its leads? The death of Mel, specifically, feels like the show bending over backward to teach Ellie a lesson without laying blame at her feet. Mel’s death here is an accident. She’s an innocent bystander who dies because Owen and Ellie made choices, and she was, quite literally, caught in the crossfire. In Part II, by contrast, Mel “shot first.” Well, she tried to stab Ellie, but that doesn’t have the same ring to it. Ellie reacts in self-defense and stabs her right back, but she did it fully knowing she was about to send Mel to an early grave. The gut punch Ellie feels upon learning that she’s pregnant is a moment of dramatic irony, because the game’s shifting perspectives had already revealed her pregnancy to the player way back in the opening hours. So when you’re slamming the square button to fight back, you know that Mel isn’t the only one about to reach her untimely end. Here, she doesn’t even get that moment of agency to fight to protect herself. She’s just collateral damage. It’s a small but important distinction. At this point in the show, Mel’s only real trait is a clear distaste for Abby’s violence, and now, when she finally shows up again, she’s just an unintended victim of Owen pulling a gun on Ellie. Sure, season three will fill in those gaps, but the end result will be the same. Mel died not because she was fighting back, but because she was an inch too far to the left.Then there’s the matter of her pregnancy. Again, in the game players already knew about this by the time Ellie reached the aquarium, while the show kept it secret until the end. It’s hard not to see this last-minute reveal as a knife being twisted for shock value, but that’s only half the problem. My friend Eric Van Allenwould often joke with his college friends about how Michael Caine’s characters in Christopher Nolan films so often show up just to tell you, the viewer, in very literal terms what the story is about. Throughout most of this season, Gail has been this character, the one burdened with the heavy task of diegetic literary analysis, but Mel’s delirious “love transfers” line may be even sillier than anything Gail spouts; homegirl is bleeding out and telling Ellie that pain is not the only thing we inherit from our parents? Just one week after Joel tearfully told Ellie that he hopes she does better when she has a kid than he or his abusive cop father did?Perhaps in a show that hadn’t already spent two seasons using literalism as a writing crutch, Mel speaking her final hopes for her unborn child might have landed for me. But I think I’m just too jaded towards it now for even what should have been a genuine expression to feel like anything other than a heavy-handed, patronizing declaration of what lessons I’m supposed to take away from the story. I don’t think characters overtly communicating their beliefs and feelings about a situation is an inherently poor way of writing dialogue. In fact, some of my favorite works have managed to execute this well thanks to strong acting and stories that lent themselves well to this style of writing. The Last of Us, a series that often relishes in grounded dialogue that forced you to read between the lines and unearth that meaning yourself, the Last of Us show’s inability to let nearly any emotion, belief, or theme go unspoken feels so contrived and tiresome that even someone expressing something thematically resonate feels like being told what to feel. Mel uses her last words to tell me the themes of the story. Just in case I forgot. Thank you, Last of Us show, I don’t know how I would have ever understood your thematic richness if you didn’t make your characters tell me about it, even in their death gasps.The group makes it back to the theater and Ellie is still in shock, so much so that she doesn’t even look at Dina as she enters the building. Some time passes, and Tommy and Jesse are mapping out their route home on the stage. The storm is still pretty rough, so they’ll stay overnight and hope the sun is out when they wake up. Ellie finally joins the group, and Tommy reassures her that Mel and Owen played their part in Joel’s death, and they made the choices that brought them to that fateful end. Ellie can only fixate on what she didn’t get to do.“But Abby gets to live,” she says.“Yeah,” Tommy responds. “Are you able to make your peace with that?”“I guess I’ll have to,” she says, defeated.She looks to Jesse, who won’t even look up at her. Tommy realizes they might have something to talk about and walks to the lobby to pack. After some awkward silence, Ellie thanks Jesse for coming back for her, even though he had no reason to after the way they clashed.“Maybe I didn’t want to,” he says. “Maybe Tommy made me.”“Did he?” Ellie asks.After a second of contemplation, Jesse drops the act and says, “No.”“Because you’re a good person,” Ellie responds.“Yeah,” Jesse agrees. “But also the thought did occur, that if I were out there somewhere, lost and in trouble, you’d set the world on fire to save me.”Ellie says she would, and the two finally see one another, even if just for a moment. Jesse acknowledges that Ellie’s vendetta isn’t entirely selfish, and that when it comes to defending the people she cares about, dead or alive, you won’t find someone more loyal in all of Jackson. It’s good that they finally had this moment of connection after all this drama. But damn, I miss Ellie and Jesse being bros, and I miss her giving him shit for being a sap in these final moments. But most of all, I miss that dopey good ol’ boy with a heart of gold saying his friends “can’t get out of their own damn way.”All that understanding is short-lived, as the two hear some ruckus in the lobby, grab their guns, and book it to the entrance. The second Jesse opens the door, bam. A gunshot rings out in the lobby, and he is on the floor. We don’t even see that it was Abby who fired it until after we get a gnarly shot of him with his face blown open. He’s gone. It was instant. The Last of Us Part II tends to draw out death. It’s either long and torturous like it was for Joel or Nora, or it’s short like Owen’s and Mel’s, but in any case, the game typically lingers on the fallout for a bit. Jesse’s death, by contrast, happens so fast that you can’t even process it before you have to deal with the situation at hand. The show follows suit, and it’s recreated practically shot for shot. But that’s hardly the most disorientingthing that happens in these final minutes.“Stand up,” Abby growls forcefully from the other side of the desk Ellie has taken cover behind.She repeats herself: “Stand. Up. Hands in the air or I shoot this one, too.”Ellie can see Tommy on the ground with a pistol aimed right at his head. He tells Ellie to just run, but she tosses her gun where Abby can see it and crawls out from cover. Abby recognizes her immediately. Ellie asks her to let Tommy go, to which Abby replies that he killed her friends. Ellie says no, she did.“I was looking for you,” Ellie says. “I didn’t mean to hurt them. I know why you killed Joel. He did what he did to save me, I’m the one that you want. Just let him go.”Naughty Dog / VGS - Video Game SophistryHm. Okay. We’re almost at the end. I gotta get another little quibble in before the curtains close. I mean, come on, we’ve been through seven episodes of me complaining together. You can’t take one last gripe? This line from Ellie is slightly altered to account for the fact that she knows more about Abby in the show than in the game, and it means we miss one of the most important subtle interactions in all of the story. As I mentioned earlier, Ellie doesn’t know anything about Abby’s father in Part II. She assumes that Abby killed Joel because he took away any chance of the Fireflies developing a cure, so she cites that in this high-stakes moment. The original line is almost identical to the one in the show, but instead, Ellie says “there’s no cure because of me” and suggests that killing her would be the extension of Abby’s presumed vendetta. Then, we get some incredible, subtle acting from Abby actor Laura Bailey, who hears what Ellie’s saying, has a brief moment of angry disbelief on her face, and then scoffs under her breath before picking right back up where she left off. In just a few seconds, you see Abby realize that, after everything, these fuckers have no idea how much pain she’s been through over the past five years. But they’re not worth the breath it would take to explain herself. They don’t deserve to know the man her father was and what he meant to her. All that matters right now is that Ellie pays for what she’s done.Abby still views herself as the righteous one here, as she points out that she let Ellie live when she did not have to do that. It turns out that Ellie wasn’t deserving of her mercy, that she squandered it by killing her friends. Part of me has wondered if all the exposition-heavy dialogue in this show, such as Dever’s villain monologue in episode two before she murdered the shit out of Joel, was written to give its actors more words to say in front of a camera. When you’ve got big names like Kaitlyn Dever, Catherine O’Hara, and Pedro Pascal in your cast, you don’t want them to not talk, right? But all these elongated exchanges have also robbed actors like Dever of those subtle moments. Hell, she led an entire film with next to no dialogue in 2023’s No One Will You, and was great in it, so she has the chops to pull off that kind of acting. Communicating something through body language and expression is just as powerful as a poetic piece of dialogue, but this show rarely, if ever, understands that.Image: HBOAnyway, Abby says that Ellie wasted the chance she was given when the ex-Fireflies spared her, and points her gun right at Ellie. We hear a bullet fire and Ellie shouts before a hard cut to black. But wait. That’s the season finale? You expect us to wait for two years, probably, to find out what happened? Well, about that. You will probably have to wait even longer.We do have one more scene this season, however: a flashback. We see Abby lying down on a comfy couch with an unfinished book resting on her stomach. She’s in a deep sleep before Mannyloudly enters the room and wakes her up. He says Isaac wants to see them, and she stirs awake. She gets up and walks out of this cozy living space and into a giant football stadium. The entire field has been repurposed for agriculture, manufacturing, and housing. Abby takes a second to look at the whole operation before heading to Isaac’s, but the camera lingers over the field as bold white text flashes on the screen: Seattle, Day One.Alright, TV newbies, welcome to the second divisive twist of The Last of Us Part II. In the game, the player goes through Ellie’s three days in Seattle, killing Abby’s friends and mostly ignoring the war between the W.L.F. and the Seraphites. Meanwhile, Abby has been kind of an enigma the whole time. Every time Ellie finds a new lead, Abby has already come and gone. When Abby finally shows up at the theater for another round of vengeance, it’s clear that a lot of the story happening in this game has happened off-screen. That’s because you’re about to see an entirely different perspective on the last three days, and you’re going to play as Abby when you do it.As you can imagine, this shit drove some players nuts at the time, and you’ll still find angry people online complaining about it to this day. For all my problems with this season, I have to commend the show for actually going for it. HBO has taken the coward’s route in adapting this story for so long, it’s almost surprising that it’s ending here and, from the sound of it, season three will be entirely about Abby and what she’s been doing these past three days. It’s very likely we won’t see Ellie again until next season’s finale after we’ve followed Dever’s character for several episodes. Despite some ham-fisted attempts by the show to build sympathy for Abby early on, it seems like swaths of TV newbies still demand blood. Will viewers complain for an entire season as Dever takes on the lead role? I’d like to think they won’t. I hope that new audiences are more open to her than the worst people you’ve ever met were when the game launched.Despite all the golf club swings I’ve taken at this show, I’m looking forward to examining it further as HBO rolls out the next two seasons. The Last of Us Part II is one of my favorite games of all time, but I genuinely fucking hated The Last of Us’ second season. I don’t expect my feelings to improve in season three. At this point, the rot of Mazin’s poor creative decisions runs too deep for the show to be salvaged and reach the highs of the games. But if nothing else, it’s been a rewarding ride. Thank you for joining me on this seven-week journey. I think I’m due for a replay of The Last of Us Part II to wash off this stink. This shit was ass, HBO. I’ll see you in the ring again next time.
    #last #season #two #episode #seven
    The Last Of Us Season Two, Episode Seven Recap: Abby Road
    We made it, everybody. We’ve reached the end of HBO’s The Last of Us. Wait, sorry, I’m getting word in my earpiece that…we’re only halfway done with it because this show’s going for four seasons. At this point, I’m mostly feeling deflated. Last week’s episode was such a catastrophic bummer that it cemented for me that the show fundamentally misunderstands The Last of Us Part II, the game this season and those that are still yet to come are adapting. But you know how your mother would tell you not to play ball in the house because you might accidentally break the priceless vase on display in the living room? Well, if you’ve already broken the vase, you might as well keep playing ball, so we’ll probably be doing this song and dance into 2029. For now, we’re on the season two finale, which essentially wraps up Ellie’s side of this condensed revenge story and reveals the premise of season three. Most game fans probably assumed this was where the season would end and, if nothing else, it’s still a bold cliffhanger to leave off on.Suggested ReadingNintendo Switch 2 Price Is Set at for Now, But Could Go Higher Share SubtitlesOffEnglishSuggested ReadingNintendo Switch 2 Price Is Set at for Now, But Could Go Higher Share SubtitlesOffEnglishNintendo Switch 2 Price Is Set at for Now, But Could Go HigherGuilty as chargedAfter last week’s flashback-heavy episode, we open on Jessetending to wounds the Seraphites have inflicted on Dina, which means we get a real heinous scene of him doing some amateur surgeon’s work to remove the arrow she took to the knee. He douses it in alcohol and offers her a sip to dull the pain, but she staunchly refuses without explaining why. They made Jesse an asshole in this show, but he’s still a smart guy. The gears start turning in his head about why she might turn down a swig right now. Nevertheless, he takes that motherfucker out with no anesthetic, booze, or supportive bedside girlfriend to help Dina through it.Speaking of the absent girlfriend, Elliefinally returns to their theater base of operations. Now that she’s back, all her concern is on Dina, but Jesse is still wondering where the hell she’s been this whole time. Dina is resting backstage, and even though we only see these details for a few minutes, I once again want to shout out the set designers who recreated this little safe haven, which is covered in old show posters and graffiti from bands and artists that performed there before the cordyceps took over. I’m sure Joel would have loved to have seen it.Dina stirs awake and Ellie checks her wound. Jesse’s effort to wrap the injury leaves a lot to be desired, but it should heal in time. Ellie asks if the baby’s alright, and Dina says it’s okay.“How do you know?” Ellie asks.“I just do,” Dina replies.The one who is not okay in the room is Ellie, who is bleeding through the back of her shirt. Dina helps her undress and starts to clean the scratches on her back. As she does, she asks what happened while they were separated. Ellie says she found Nora, and she knew where Abbywas, but only said two words: “Whale” and “Wheel.” Ellie says she doesn’t know what it meant. It could have been nonsense. She was infected, and it was already starting to affect her cognitive state.“I made her talk,” Ellie whispers. “I thought it would be harder to do, but it wasn’t. It was easy. I just kept hurting her.”Image: HBODina asks if Ellie killed her, but she says she just “left her,” meaning that somewhere in this timeline, Nora is wandering the depths of a Seattle hospital with broken legs and an infected mind. I thought the show couldn’t possibly concoct a worse fate for her than what happens in the game, but they found a way. It takes commitment to put down a character like showrunners Craig Mazin and Neil Druckmann have done for Nora across both video games and television. Personally, I think when you already know that people are wary of the way you treat one of the few Black women in your franchise as if she doesn’t deserve the same dignity as everyone else, maybe you should do better by her when given a second chance, rather than worse. But that’s just me. I’m not the one being paid a bunch of money to butcher this story on HBO Max every Sunday at 9 p.m. Eastern. So what do I know?Maybe this is just part of the contrived sadism the show has attached to Ellie. She thinks violence is easy and it comes naturally to her, so I guess she would beat a woman nearly to death until the fungal infection made her lose her mind. Meanwhile the game version is so traumatized by what she’s done in this moment, she’s practically speechless by the time she reaches the theater. God, I knew this shit was going to happen. Mazin has repeatedly insisted that Ellie is an inherently violent individual, something he’s communicated both in interviews and by having Catherine O’Hara’s Gail, the therapist who tells you what the story is about, say that she’s always been a sadist, probably. Now, when we get to moments like the post-Nora debrief which used to convey that Ellie is Not Cut Out For This Shit, the framing instead becomes “Ellie likes violence and feels bad about how much she likes violence.”Before The Last of Us Part II came out, a lot of Naughty Dog’s promotion for the game was kind of vague and even deceptive in an effort to keep its biggest twists under wraps, and some of the messaging it used to talk about the game’s themes have irrevocably set a precedent for how the game’s story is talked about years later. When the game was first revealed in 2016, the studio said the story would be “about hate,” which paints a much more destructive and myopic picture of Ellie’s journey than the one driven by love and grief she actually experiences through the course of the game.One of the most annoying things about being a Last of Us fan is that its creators love to talk about the series in ways that erase its emotional complexity, making it sound more cynical and underhanded when the actual story it’s telling is anything but. I can’t count how many times I’ve heard people reductively parroting notions that The Last of Us Part II is just about “hate” and “guilting the player” for taking part in horrifying actions when they literally have no choice but to do so, rather than cracking the text open and dissecting that nuance. Mazin’s openly-expressed belief that Ellie is an intrinsically bloodthirsty person similarly bleeds into how a lot of the public perceives her as a character, seeing her as a violent ruffian rather than a grieving daughter who was only ever taught to express her pain by inflicting it on those who made her feel it in the first place. Discussing these games as a fan means having to fight against these notions, but they’re born from a game built on subtext, and thus willingly opens itself to those interpretations.Its willingness to dwell in ambiguity only makes it a more fascinating text to unpack, or it would, if we lived in a world where discussing video games wasn’t a volatile experience in which you constantly run the risk of being targeted for performative online dunks, or running up against rabid console tribalism. Now, the Last of Us show has decided to lean into the most boring interpretation of what this story is about without an ounce of subtlety, nuance, or even sympathy for Ellie’s plight. She is a sadist who does terrible things not simply because she’s grieving her father figure, but because this is just who she is. Mazin has deemed it so, and here we are, and this vision of her will no doubt weave itself into the fabric of how we talk about Ellie Williams, even in the game.This story only has any thematic weight if Ellie’s violent outbursts are rooted in pain, not pleasure. Yeah, what we’re seeing in the show is her acting from a mix of those things but, in the game at least, the most affecting moments of Ellie’s Seattle revenge tour happen when she has to confront how she is not built for acts of violent excess in the same way Joel was. She never has been. Back in Part I, she was sick to her stomach when she committed her first kill to save Joel, and the entire point of Part II was that we see her cut off parts of herself to do what she feels she must, only to find that she’s unable to recognize herself when it’s all over. In the show, she is instead mesmerized by carnage, only to decide she doesn’t like that she feels that way, actually. But all this self-reflection is fleeting, because she’s only killed one person on her list, and there’s a lot more work to do. How many Joels is Nora’s life worth to Ellie? One-fifth?While Ellie is wrestling with these feelings, Dina is about to see things with more clarity than ever. At first, she says that Nora may have deserved this fate worse than death, to which Ellie says “Maybe she didn’t,” before telling her girlfriend everything. She tearfully recounts Joel’s massacre of the Fireflies at the base in Salt Lake City, how the group was going to use her immunity to create a cure, and how Joel killed Abby’s father to save her. Dina puts it all together and asks Ellie if she knew who Abby’s group was. She says she didn’t, but she did know what Joel did. Dina sits with that for a moment, then flatly says the group needs to go home.So I guess this is how the show gets Dina, who’s been pretty revenge-hungry thus far, back onto the track she’s on in the games. Without spoiling scenes in the late game for the uninitiated, some major points of conflict at the end of Part II require her to be less on-board with Ellie’s vendetta, so the fact that she’s been egging her girlfriend on to track down Abby was an odd choice. I wasn’t sure how the show would handle it down the line, but it seems the way HBO’s show has course-corrected was by having her condemn Joel’s actions. Dina had her own relationship with the old man in the show, so I imagine that in a later season she’ll interrogate how she feels about him in light of this new information, but having her more or less get off the ride when she learns what Joel has done sets up a contrast between her and Ellie that I’m curious to see how the show handles.The shame of it, though, is that this is just one more thing that undermines one of the core foundations of the source material, and I have to get at least one more jab in on this topic before we end the season. In The Last of Us Part II, when you look at what is actually expressed in dialogue, you see that characters are often lacking important information about each other. This lack of communication is an important part of its storytelling, but the show is instead having characters tell everyone everything. In Part II, Joel and Ellie don’t know who Abby’s father was. It’s strongly implied that no one other than Joel, Ellie, and Tommy knew about what happened in Salt Lake City, not even Dina. The more the show bridges these gaps of communication, the more senseless this entire tit-for-tat feels. To be clear, it was senseless in the game, but it was in a tragic, “these people are so blinded by their emotions that they can’t fathom another path forward” sort of way. This time around, everyone knows exactly what’s happening and chooses to partake in violence anyway. We don’t have any mystery or lack of communication to fall back on as a we struggle to understand why the characters keep making these self-destructive decisions. Everyone is just knowingly the worst version of themselves this time around, and I guess Mazin thinks that’s the point, which is the kind of boring interpretation that makes the show such an inferior version of this story.Family mattersWe now begin our third day in Seattle. Ellie and Jesse are packing up to get going in the theater lobby. The plan is to find Tommysomewhere in the city and then head back to Jackson. However, Jesse is a lot less talkative this morning. Dina limps into the lobby, and after a brief scolding for being on her feet, she gives Ellie a bracelet for good luck.“I’m not sure it’s been working for you,” Ellie jokes.“I’m alive,” Dina replies.Jesse is clearly uncomfortable watching his exgive Ellie a prized possession, and says he can go alone if Dina wants Ellie to stay. Ellie says they’ll be safer together. Jesse relents and says they should be back by sundown. The tension is radiating off him, but the pair leaves Dina in the safety of the theater.Image: HBOEllie and Jesse awkwardly walk through the remains of Seattle. She finally breaks the silence by asking how he found Ellie and Dina’s theater base. He recounts his two days of tracking, giving a shoutout to the horse Shimmer who’s still vibing in the record store the girls left her at, but he’s clearly pissed. Ellie assumes it’s because he and Tommy had to cross state lines to come find them, but no, there’s something else on his mind. Why do Ellie and Dina look at each other differently? Why did Dina turn down a free drink for the first time in her life? He’s putting it all together. Dina and Ellie are no longer just gals being pals, and hisgirlfriend is pregnant.“None of this has to change things between us,” Ellie says.“Everything changing doesn’t have to change things?” Jesse asks. “Well, how about this for something new: I’m gonna be a father, which means I can’t die. But because of you, we’re stuck in a warzone. So how about we skip the apologies and just go find Tommy so I can get us and my kid the fuck out of Seattle?”Wow, okay. Judgey, much? I mean, you’re right, Jesse. This is a no good, very bad situation, and Ellie has put your kid in danger and won’t even tell you she was torturing a woman last night. But god, I miss kindhearted Jesse. I miss Ellie’s golden retriever best friend who, when finding out Dina was pregnant, firmly but gently told Ellie it was time to get the fuck out of Seattle. Now that the show has created a messy cheating love triangle out of these three, I’m once again reflecting on how The Last of Us Part II could have very easily made this storyline a dramatic, angry one, and instead it was one of the brighter spots in a dark tale. Meanwhile, in the show, the whole thing feels like it’s regressed to a rote and predictable earlier draft of the story that’s much less refreshing and compelling than the one we already know. Justice for Jesse. This is character assassination of the goodest boy in all of Jackson. Well, actually, that’s Abby’s job. Sorry, sorry. That’s actually not for another 35 minutes.As the two move further into the city, they see more art praising the Seraphite prophet on the buildings, but she looks notably different than in images we’ve seen previously. This art depicts a Black woman, whereas others have typically portrayed the prophet as white. Ellie wonders aloud if there’s “more than one of her.” Jesse says it’s possible, but ushers her forward as rain starts pouring down. I’m curious what the show might be doing here, as this is a divergence from Part II. Could the Seraphites be a kind of polytheistic group in the show that follows multiple prophets? Could they believe the Prophet was reincarnated into a different woman at some point? All we can do is theorize, but we haven’t seen much of the Seraphites this season so we don’t have much to go on. Which is by design, and feels pretty in-line with Part II, which didn’t tell you much about the group during Ellie’s three days in Seattle. We’ll pick this thread back up next season, I’m sure.The pair takes shelter but before they can catch their breath, they hear the popping sound of gunfire nearby as a W.L.F. squad corners a lone Seraphite. Ellie and Jesse watch in horror as the wolves strip and drag him away. Just as Ellie nearly gets out from cover to intervene, Jesse pulls her back. Once the coast is clear, Ellie walks away in a huff. As Jesse follows, he points out that they were outnumbered and would have lost that fight.“He was a fucking kid!” Ellie shouts.“Ellie, these peopleshooting each other, lynching each other, ripping each other’s guts out,” Jesse says. “Even the kids? I’m not dying out here. Not for any of them. This is not our war.”Who the fuck is this man? I touched on it in episode five, but what is with this show putting all of Ellie’s unlikable traits on other characters so she keeps getting to be the hero? Jesse turns from a selfless guardian into a selfish asshole who will watch a kid get tortured to save himself while Ellie is suddenly very concerned about a war that, in the game, she seemed largely indifferent to. It’s as if The Last of Us’ second season is so concerned with us liking Ellie and feeling like we can root for her that it’s lost sight of anything else.So Jesse gets to be the belligerent asshole and Dina gets to be the revenge-driven one in the relationship. Ellie? She’s just bee-bopping through spouting cool space facts, and so when she tortures Nora, it feels like tonal whiplash. I don’t recognize Jesse. Most of the time, I don’t recognize Ellie. But really, the more I watch this show, the more I hardly recognize anyone, and I don’t have any faith in the series to figure these characters and their relationships out, even if it’s going to go on for two more seasons.Will the circle be unbroken?We shift away from the Jackson crew to check in on Isaac, who we haven’t seen in a few episodes. Sergeant Parkupdates the W.L.F. boss that the incoming storm will get worse as the day goes on, but even so, the group is still preparing some kind of operation. She also lets him know the rank and file is a little nervous about whatever’s going on, but Isaac’s only concerned about one person: Abby. From the sound of it, she and most of her crew have all disappeared over the past few days. We’ve seen what happened to Nora, Manny is still around, but Owen and Mel are gone without a trace. Again, Isaac isn’t concerned with them. He’s nervous that they’re going into whatever operation they’re planning without Abby. Park is clearly exhausted by this lane of thinking and asks why he cares so much about the girl.Image: HBOShe starts off asking why one “great” soldier is so important when they have an army, and then gets into a weird aside where she exasperatedly asks Isaac if he’s harboring feelings for the girl when he’s at least 30 years her senior. I don’t know if this line is supposed to be a joke, but it’s not funny, even though Isaac laughs at it. She acknowledges it’s an out-of-pocket question, but says he “wouldn’t be the first old man” to make decisions based on such inappropriate impulses. As much as it’s a stupid thing for Park to say, it’s also a stupid thing for the writers room to nonchalantly whip out in a humorous fashion given The Last of Us’ history of old men preying on young women with the character of David. Why write this non-joke into your script if you don’t want viewers to possibly view his fixation on Abby as potentially untoward? Isaac’s following speech focuses on the preservation of his militia, in a very similar way to how David’s preoccupation with Ellie in season one was born from the cannibal’s warped views on longevity, and if you’re not trying to make this direct connection, why even gesture at it? Yeah, I don’t imagine anyone considered the optics of this obviously flippant, throwaway line, but Christ, if you’re that desperate for a joke or moment to cut the tension, this was the best you could come up with? Amateur shit.Isaac sits Park down and tells her why he cares so much about one soldier. He says there’s a very strong chance that the W.L.F. leadership will be dead by tomorrow morning. If that happens, who can lead the militia in their stead? He wanted it to be Abby. It was “supposed” to be her.“Well she’s fucked off, Isaac,” Park says as she leaves. “So maybe it wasn’t.”We go back to the Jackson crew as Ellie and Jesse reach the rendezvous point in a bookstore, and Tommy isn’t here. The place is in bad shape like most places are in this city, but Ellie gravitates to the children’s books section. She picks up an old Sesame Street book, the Grover classic The Monster at the End of This Book, and picks it up for the bun in the oven as Jesse says she picked a good one. As the quiet creeps in on the two, Ellie tries to break the silence by clarifying what happened, but Jesse says they have enough problems for the moment, so he wants to bury the issue.He says he loves Dina, but not in the same way Ellie does. He remembers a group that passed through Jackson, and how there was a girl he fell hard for. She asked him to leave with her to Mexico, but he declined because he’d found purpose and community in Jackson, and he was taught to put others first. People look to him to become the “next Maria” and lead the town, and he couldn’t abandon them for a girl he’d known for two weeks, even if she made him feel things he’d never felt before.Ellie immediately sees through this story. It’s not about him pointing out how he’s felt love and knows that he and Dina aren’t the real deal; it’s about how she’s putting her own needs and wants ahead of everyone else’s.“Okay, got it,” Ellie says. “So you’re Saint Jesse of Wyoming, and everyone else is a fucking asshole.”“You can make fun of me all you want,” Jesse responds. “But let me ask you this, Ellie: If I go with that girl to Mexico, who saves your ass in Seattle?”Before she can reply, they hear W.L.F. radio chatter about a sniper taking out a squad and assume it’s gotta be Tommy. The two head out to higher ground to get a better look, and Ellie sees a Ferris wheel in the distance. She finally puts Nora’s final words together: Abby is in the aquarium at the edge of the city. Immediately, her focus shifts away from Tommy as she starts trying to figure out how to reach Abby’s apparent hiding spot. Jesse is confused and says that Tommy’s got the W.L.F. pinned down in the opposite direction. Ellie starts coming up with justifications for her plan. They don’t know if that’s actually Tommy. If it is him, he’s got the group pinned down. Either way, he would want her to go after Abby to avenge Joel. Ellie doesn’t understand why Jesse is so against this. He voted to go after Abby’s crew back in Jackson, right?Image: HBONo, actually. He didn’t. He believed this vendetta was selfish and “wasn’t in the best interest of the community.” That sets Ellie off.“Fuck the community!” she screams. “All you do is talk about the fucking community, you hypocrite. You think you’re good and I’m bad? You let a kid die today, Jesse. Because why? He wasn’t in your community? Let me tell you about my community. My community was beaten to death in front of me while I was forced to fucking watch. So don’t look at me like you’re better than me, or like you’d do anything differently if you were in my shoes, because you’re not, and you wouldn’t.”Jesse takes a beat, then tells Ellie he hopes she makes it to the aquarium as he leaves. While this scene does exemplify the show’s typicalal “no subtext allowed” approach to writing that I find so irksome, the storyline of Ellie feeling ostracized by the people of Jackson while constantly being told that she must make compromises for them even as they are incapable of extending the same to her is one of the few embellishments The Last of Us makes that resonates with me. It’s easy to write off Ellie’s revenge tour as a selfish crusade that puts everyone else in harm’s way, but when she’s also one of the few out queer people in a town that mostly coddles bigotry and she’s being constantly belittled and kept from doing things she wants to do like working on the patrol team, why would she feel any kinship to this community? Now, when she’s so close to her goal that she can almost taste it, Jesse wants her to consider the people of Jackson? Why should she do that? They’re hundreds of miles away, and the only people who came to save her and Dina were the ones who already cared about her. Ellie’s disillusionment with her neighbors is one of the few additions to the story that The Last of Us manages to pull off.Ellie reaches the harbor from which she can use a boat to reach the aquarium and finds several Wolves meeting up on vessels heading somewhere off the coast. Isaac is here leading the charge, but it’s unclear where they’re going or what they’re doing. Game fans have the advantage of knowing what’s going on, but the W.L.F. storyline feels underbaked in this season, which is one of the real issues with the show dividing the game’s storyline into multiple seasons. During this section of the game, you get a sense that there’s an untold story happening in the background, and you can learn more about it through notes you can find in the environment and ambient dialogue from enemies. The show doesn’t have those same storytelling tools, so I wouldn’t be surprised if newcomers felt a little disoriented every time we hopped over to Isaac.Once the W.L.F. forces make their way wherever they’re going, Ellie finds one of the spare boats and starts to make her way to the aquarium. The storm is hitting hard, though, and the tide is not on her side. A giant tidal wave knocks her out of the boat and into the sea.As she washes up onto the shore, Ellie hears Seraphites whistling as a group of them descends upon her. She’s too weak to get onto her feet and run, so the cultists grab her and carry her to a noose hanging from a tree in the woods. She screams that she’s not a Wolf and that she’s not from here, but they don’t listen. As they wrap the noose around her neck and start to hoist her upward, a horn sounds off in the distance. The lead Scar says to leave her, their village is in danger, so I guess that’s what the W.L.F. operation is targeting? This concludes our latest little exposition detour, as Ellie gets right back into the boat to the aquarium.Image: HBOShe manages to reach the building and finds a broken window through which to enter. Inside, she finds several makeshift beds. Whatever Abby’s doing here, she’s not alone. As Ellie makes her way deeper into the aquarium, she finds a ton of medical supplies, including bloody bandages and surgical equipment. Was Abby injured? Is that why she’s been missing in action as the W.L.F. undergoes a huge, all-hands-on-deck mission? Who’s to say?Quick sidenote: When Ellie infiltrates the aquarium in the game, she’s attacked by a guard dog named Alice. The W.L.F. used trained canines in their war against the Seraphites, but that element has been notably absent from the show. Between this and sparing Shimmer from her explosive fate, The Last of Us has been toning down the animal murder.Ellie keeps walking through the desolate aquarium and eventually finds fresh footsteps. She follows them and soon finds their source: Abby’s friends Owenand Mel. The two are arguing about something, though it’s not clear what. Owen wants to go somewhere behind enemy lines, even in the midst of the battle Isaac has just initiated. He says he doesn’t have a choice because “it’s Abby.” Mel says he does have a choice and so does she, and the Abby of it all is why she’s not going along with whatever the plan is. Owen says he’ll do it on his own, and if Mel’s still here when they get back, she can “keep going with.” Either way, Owen’s leaving. Mel let’s out a hearty “fuck you, Owen” before realizing that Ellie is there. Sure seems like there’s a whole other story that’s been going on while we’ve been hanging out with Ellie, huh? I wonder if we’ll ever get any further insight into whatever this is. Perhaps in a season entirely dedicated to the other side of what’s going on in Seattle? Maybe in a couple years it might premiere on HBO Max? That would be something!Ellie holds the two at gunpoint and tells them to put their hands up. When she asks where Abby is, Owen realizes who she is and points out that he was the one who kept her alive. Ellie isn’t swayed by this, so he says they don’t know where Abby went. But, of course, they were just talking about her, so Ellie knows that’s not true. She spots a map on the table and decides to pull out an old Joel Miller standard: She tells Mel to bring her the map and point to where Abby is, saying that next she’s going to ask Owen the same question, and the answers had better match. Owen looks at Mel and says that Ellie will kill them either way, so there’s no reason to comply. Ellie says she won’t because she’s “not like” them. When she crosses state lines to torture and kill someone who killed somebody important to her, it’s very different than when they do it, of course.Owen stops Mel from grabbing the map by saying he’ll do it. He slowly turns to the table, but instead of picking up the map, he grabs a handgun stowed under it. Ellie is quick with her trigger finger and shoots him right in the throat. The bullet goes straight through him, and hits Mel in the neck as well. She falls onto her back and, instead of cursing Ellie, she asks for her help. Not to save her life, but someone else’s. She opens her jacket to reveal her pregnant belly, and asks if Ellie has a knife to cut the baby out of her before she dies. Ellie is in shock and doesn’t know what to do. Mel tells her she just needs to make one incision. That isn’t enough direction, and Ellie panics. She doesn’t know how deep or which direction to cut. As Mel starts to become delirious, she repeats “love transfers” and then asks Ellie if the baby is out. But she hasn’t even made one cut. Mel finally drifts off, and Ellie realizes it’s too late. She sits there until, eventually, Tommy and Jesse find her. Tommy attempts to comfort her, but she’s in shock and doesn’t speak. Finally they leave and head back to the theater.Naughty Dog / Cinematic GamingWhy can’t this show stop giving the audience outs to not turn against its leads? The death of Mel, specifically, feels like the show bending over backward to teach Ellie a lesson without laying blame at her feet. Mel’s death here is an accident. She’s an innocent bystander who dies because Owen and Ellie made choices, and she was, quite literally, caught in the crossfire. In Part II, by contrast, Mel “shot first.” Well, she tried to stab Ellie, but that doesn’t have the same ring to it. Ellie reacts in self-defense and stabs her right back, but she did it fully knowing she was about to send Mel to an early grave. The gut punch Ellie feels upon learning that she’s pregnant is a moment of dramatic irony, because the game’s shifting perspectives had already revealed her pregnancy to the player way back in the opening hours. So when you’re slamming the square button to fight back, you know that Mel isn’t the only one about to reach her untimely end. Here, she doesn’t even get that moment of agency to fight to protect herself. She’s just collateral damage. It’s a small but important distinction. At this point in the show, Mel’s only real trait is a clear distaste for Abby’s violence, and now, when she finally shows up again, she’s just an unintended victim of Owen pulling a gun on Ellie. Sure, season three will fill in those gaps, but the end result will be the same. Mel died not because she was fighting back, but because she was an inch too far to the left.Then there’s the matter of her pregnancy. Again, in the game players already knew about this by the time Ellie reached the aquarium, while the show kept it secret until the end. It’s hard not to see this last-minute reveal as a knife being twisted for shock value, but that’s only half the problem. My friend Eric Van Allenwould often joke with his college friends about how Michael Caine’s characters in Christopher Nolan films so often show up just to tell you, the viewer, in very literal terms what the story is about. Throughout most of this season, Gail has been this character, the one burdened with the heavy task of diegetic literary analysis, but Mel’s delirious “love transfers” line may be even sillier than anything Gail spouts; homegirl is bleeding out and telling Ellie that pain is not the only thing we inherit from our parents? Just one week after Joel tearfully told Ellie that he hopes she does better when she has a kid than he or his abusive cop father did?Perhaps in a show that hadn’t already spent two seasons using literalism as a writing crutch, Mel speaking her final hopes for her unborn child might have landed for me. But I think I’m just too jaded towards it now for even what should have been a genuine expression to feel like anything other than a heavy-handed, patronizing declaration of what lessons I’m supposed to take away from the story. I don’t think characters overtly communicating their beliefs and feelings about a situation is an inherently poor way of writing dialogue. In fact, some of my favorite works have managed to execute this well thanks to strong acting and stories that lent themselves well to this style of writing. The Last of Us, a series that often relishes in grounded dialogue that forced you to read between the lines and unearth that meaning yourself, the Last of Us show’s inability to let nearly any emotion, belief, or theme go unspoken feels so contrived and tiresome that even someone expressing something thematically resonate feels like being told what to feel. Mel uses her last words to tell me the themes of the story. Just in case I forgot. Thank you, Last of Us show, I don’t know how I would have ever understood your thematic richness if you didn’t make your characters tell me about it, even in their death gasps.The group makes it back to the theater and Ellie is still in shock, so much so that she doesn’t even look at Dina as she enters the building. Some time passes, and Tommy and Jesse are mapping out their route home on the stage. The storm is still pretty rough, so they’ll stay overnight and hope the sun is out when they wake up. Ellie finally joins the group, and Tommy reassures her that Mel and Owen played their part in Joel’s death, and they made the choices that brought them to that fateful end. Ellie can only fixate on what she didn’t get to do.“But Abby gets to live,” she says.“Yeah,” Tommy responds. “Are you able to make your peace with that?”“I guess I’ll have to,” she says, defeated.She looks to Jesse, who won’t even look up at her. Tommy realizes they might have something to talk about and walks to the lobby to pack. After some awkward silence, Ellie thanks Jesse for coming back for her, even though he had no reason to after the way they clashed.“Maybe I didn’t want to,” he says. “Maybe Tommy made me.”“Did he?” Ellie asks.After a second of contemplation, Jesse drops the act and says, “No.”“Because you’re a good person,” Ellie responds.“Yeah,” Jesse agrees. “But also the thought did occur, that if I were out there somewhere, lost and in trouble, you’d set the world on fire to save me.”Ellie says she would, and the two finally see one another, even if just for a moment. Jesse acknowledges that Ellie’s vendetta isn’t entirely selfish, and that when it comes to defending the people she cares about, dead or alive, you won’t find someone more loyal in all of Jackson. It’s good that they finally had this moment of connection after all this drama. But damn, I miss Ellie and Jesse being bros, and I miss her giving him shit for being a sap in these final moments. But most of all, I miss that dopey good ol’ boy with a heart of gold saying his friends “can’t get out of their own damn way.”All that understanding is short-lived, as the two hear some ruckus in the lobby, grab their guns, and book it to the entrance. The second Jesse opens the door, bam. A gunshot rings out in the lobby, and he is on the floor. We don’t even see that it was Abby who fired it until after we get a gnarly shot of him with his face blown open. He’s gone. It was instant. The Last of Us Part II tends to draw out death. It’s either long and torturous like it was for Joel or Nora, or it’s short like Owen’s and Mel’s, but in any case, the game typically lingers on the fallout for a bit. Jesse’s death, by contrast, happens so fast that you can’t even process it before you have to deal with the situation at hand. The show follows suit, and it’s recreated practically shot for shot. But that’s hardly the most disorientingthing that happens in these final minutes.“Stand up,” Abby growls forcefully from the other side of the desk Ellie has taken cover behind.She repeats herself: “Stand. Up. Hands in the air or I shoot this one, too.”Ellie can see Tommy on the ground with a pistol aimed right at his head. He tells Ellie to just run, but she tosses her gun where Abby can see it and crawls out from cover. Abby recognizes her immediately. Ellie asks her to let Tommy go, to which Abby replies that he killed her friends. Ellie says no, she did.“I was looking for you,” Ellie says. “I didn’t mean to hurt them. I know why you killed Joel. He did what he did to save me, I’m the one that you want. Just let him go.”Naughty Dog / VGS - Video Game SophistryHm. Okay. We’re almost at the end. I gotta get another little quibble in before the curtains close. I mean, come on, we’ve been through seven episodes of me complaining together. You can’t take one last gripe? This line from Ellie is slightly altered to account for the fact that she knows more about Abby in the show than in the game, and it means we miss one of the most important subtle interactions in all of the story. As I mentioned earlier, Ellie doesn’t know anything about Abby’s father in Part II. She assumes that Abby killed Joel because he took away any chance of the Fireflies developing a cure, so she cites that in this high-stakes moment. The original line is almost identical to the one in the show, but instead, Ellie says “there’s no cure because of me” and suggests that killing her would be the extension of Abby’s presumed vendetta. Then, we get some incredible, subtle acting from Abby actor Laura Bailey, who hears what Ellie’s saying, has a brief moment of angry disbelief on her face, and then scoffs under her breath before picking right back up where she left off. In just a few seconds, you see Abby realize that, after everything, these fuckers have no idea how much pain she’s been through over the past five years. But they’re not worth the breath it would take to explain herself. They don’t deserve to know the man her father was and what he meant to her. All that matters right now is that Ellie pays for what she’s done.Abby still views herself as the righteous one here, as she points out that she let Ellie live when she did not have to do that. It turns out that Ellie wasn’t deserving of her mercy, that she squandered it by killing her friends. Part of me has wondered if all the exposition-heavy dialogue in this show, such as Dever’s villain monologue in episode two before she murdered the shit out of Joel, was written to give its actors more words to say in front of a camera. When you’ve got big names like Kaitlyn Dever, Catherine O’Hara, and Pedro Pascal in your cast, you don’t want them to not talk, right? But all these elongated exchanges have also robbed actors like Dever of those subtle moments. Hell, she led an entire film with next to no dialogue in 2023’s No One Will You, and was great in it, so she has the chops to pull off that kind of acting. Communicating something through body language and expression is just as powerful as a poetic piece of dialogue, but this show rarely, if ever, understands that.Image: HBOAnyway, Abby says that Ellie wasted the chance she was given when the ex-Fireflies spared her, and points her gun right at Ellie. We hear a bullet fire and Ellie shouts before a hard cut to black. But wait. That’s the season finale? You expect us to wait for two years, probably, to find out what happened? Well, about that. You will probably have to wait even longer.We do have one more scene this season, however: a flashback. We see Abby lying down on a comfy couch with an unfinished book resting on her stomach. She’s in a deep sleep before Mannyloudly enters the room and wakes her up. He says Isaac wants to see them, and she stirs awake. She gets up and walks out of this cozy living space and into a giant football stadium. The entire field has been repurposed for agriculture, manufacturing, and housing. Abby takes a second to look at the whole operation before heading to Isaac’s, but the camera lingers over the field as bold white text flashes on the screen: Seattle, Day One.Alright, TV newbies, welcome to the second divisive twist of The Last of Us Part II. In the game, the player goes through Ellie’s three days in Seattle, killing Abby’s friends and mostly ignoring the war between the W.L.F. and the Seraphites. Meanwhile, Abby has been kind of an enigma the whole time. Every time Ellie finds a new lead, Abby has already come and gone. When Abby finally shows up at the theater for another round of vengeance, it’s clear that a lot of the story happening in this game has happened off-screen. That’s because you’re about to see an entirely different perspective on the last three days, and you’re going to play as Abby when you do it.As you can imagine, this shit drove some players nuts at the time, and you’ll still find angry people online complaining about it to this day. For all my problems with this season, I have to commend the show for actually going for it. HBO has taken the coward’s route in adapting this story for so long, it’s almost surprising that it’s ending here and, from the sound of it, season three will be entirely about Abby and what she’s been doing these past three days. It’s very likely we won’t see Ellie again until next season’s finale after we’ve followed Dever’s character for several episodes. Despite some ham-fisted attempts by the show to build sympathy for Abby early on, it seems like swaths of TV newbies still demand blood. Will viewers complain for an entire season as Dever takes on the lead role? I’d like to think they won’t. I hope that new audiences are more open to her than the worst people you’ve ever met were when the game launched.Despite all the golf club swings I’ve taken at this show, I’m looking forward to examining it further as HBO rolls out the next two seasons. The Last of Us Part II is one of my favorite games of all time, but I genuinely fucking hated The Last of Us’ second season. I don’t expect my feelings to improve in season three. At this point, the rot of Mazin’s poor creative decisions runs too deep for the show to be salvaged and reach the highs of the games. But if nothing else, it’s been a rewarding ride. Thank you for joining me on this seven-week journey. I think I’m due for a replay of The Last of Us Part II to wash off this stink. This shit was ass, HBO. I’ll see you in the ring again next time. #last #season #two #episode #seven
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    The Last Of Us Season Two, Episode Seven Recap: Abby Road
    We made it, everybody. We’ve reached the end of HBO’s The Last of Us. Wait, sorry, I’m getting word in my earpiece that…we’re only halfway done with it because this show’s going for four seasons. At this point, I’m mostly feeling deflated. Last week’s episode was such a catastrophic bummer that it cemented for me that the show fundamentally misunderstands The Last of Us Part II, the game this season and those that are still yet to come are adapting. But you know how your mother would tell you not to play ball in the house because you might accidentally break the priceless vase on display in the living room? Well, if you’ve already broken the vase, you might as well keep playing ball, so we’ll probably be doing this song and dance into 2029. For now, we’re on the season two finale, which essentially wraps up Ellie’s side of this condensed revenge story and reveals the premise of season three. Most game fans probably assumed this was where the season would end and, if nothing else, it’s still a bold cliffhanger to leave off on.Suggested ReadingNintendo Switch 2 Price Is Set at $450 for Now, But Could Go Higher Share SubtitlesOffEnglishSuggested ReadingNintendo Switch 2 Price Is Set at $450 for Now, But Could Go Higher Share SubtitlesOffEnglishNintendo Switch 2 Price Is Set at $450 for Now, But Could Go HigherGuilty as chargedAfter last week’s flashback-heavy episode, we open on Jesse (Young Mazino) tending to wounds the Seraphites have inflicted on Dina (Isabela Merced), which means we get a real heinous scene of him doing some amateur surgeon’s work to remove the arrow she took to the knee. He douses it in alcohol and offers her a sip to dull the pain, but she staunchly refuses without explaining why. They made Jesse an asshole in this show, but he’s still a smart guy. The gears start turning in his head about why she might turn down a swig right now. Nevertheless, he takes that motherfucker out with no anesthetic, booze, or supportive bedside girlfriend to help Dina through it.Speaking of the absent girlfriend, Ellie (Bella Ramsey) finally returns to their theater base of operations. Now that she’s back, all her concern is on Dina, but Jesse is still wondering where the hell she’s been this whole time. Dina is resting backstage, and even though we only see these details for a few minutes, I once again want to shout out the set designers who recreated this little safe haven, which is covered in old show posters and graffiti from bands and artists that performed there before the cordyceps took over. I’m sure Joel would have loved to have seen it.Dina stirs awake and Ellie checks her wound. Jesse’s effort to wrap the injury leaves a lot to be desired, but it should heal in time. Ellie asks if the baby’s alright, and Dina says it’s okay.“How do you know?” Ellie asks.“I just do,” Dina replies.The one who is not okay in the room is Ellie, who is bleeding through the back of her shirt. Dina helps her undress and starts to clean the scratches on her back. As she does, she asks what happened while they were separated. Ellie says she found Nora (Tati Gabrielle), and she knew where Abby (Kaitlyn Dever) was, but only said two words: “Whale” and “Wheel.” Ellie says she doesn’t know what it meant. It could have been nonsense. She was infected, and it was already starting to affect her cognitive state.“I made her talk,” Ellie whispers. “I thought it would be harder to do, but it wasn’t. It was easy. I just kept hurting her.”Image: HBODina asks if Ellie killed her, but she says she just “left her,” meaning that somewhere in this timeline, Nora is wandering the depths of a Seattle hospital with broken legs and an infected mind. I thought the show couldn’t possibly concoct a worse fate for her than what happens in the game, but they found a way. It takes commitment to put down a character like showrunners Craig Mazin and Neil Druckmann have done for Nora across both video games and television. Personally, I think when you already know that people are wary of the way you treat one of the few Black women in your franchise as if she doesn’t deserve the same dignity as everyone else, maybe you should do better by her when given a second chance, rather than worse. But that’s just me. I’m not the one being paid a bunch of money to butcher this story on HBO Max every Sunday at 9 p.m. Eastern. So what do I know?Maybe this is just part of the contrived sadism the show has attached to Ellie. She thinks violence is easy and it comes naturally to her, so I guess she would beat a woman nearly to death until the fungal infection made her lose her mind. Meanwhile the game version is so traumatized by what she’s done in this moment, she’s practically speechless by the time she reaches the theater. God, I knew this shit was going to happen. Mazin has repeatedly insisted that Ellie is an inherently violent individual, something he’s communicated both in interviews and by having Catherine O’Hara’s Gail, the therapist who tells you what the story is about, say that she’s always been a sadist, probably. Now, when we get to moments like the post-Nora debrief which used to convey that Ellie is Not Cut Out For This Shit, the framing instead becomes “Ellie likes violence and feels bad about how much she likes violence.”Before The Last of Us Part II came out, a lot of Naughty Dog’s promotion for the game was kind of vague and even deceptive in an effort to keep its biggest twists under wraps, and some of the messaging it used to talk about the game’s themes have irrevocably set a precedent for how the game’s story is talked about years later. When the game was first revealed in 2016, the studio said the story would be “about hate,” which paints a much more destructive and myopic picture of Ellie’s journey than the one driven by love and grief she actually experiences through the course of the game.One of the most annoying things about being a Last of Us fan is that its creators love to talk about the series in ways that erase its emotional complexity, making it sound more cynical and underhanded when the actual story it’s telling is anything but. I can’t count how many times I’ve heard people reductively parroting notions that The Last of Us Part II is just about “hate” and “guilting the player” for taking part in horrifying actions when they literally have no choice but to do so, rather than cracking the text open and dissecting that nuance. Mazin’s openly-expressed belief that Ellie is an intrinsically bloodthirsty person similarly bleeds into how a lot of the public perceives her as a character, seeing her as a violent ruffian rather than a grieving daughter who was only ever taught to express her pain by inflicting it on those who made her feel it in the first place. Discussing these games as a fan means having to fight against these notions, but they’re born from a game built on subtext, and thus willingly opens itself to those interpretations.Its willingness to dwell in ambiguity only makes it a more fascinating text to unpack, or it would, if we lived in a world where discussing video games wasn’t a volatile experience in which you constantly run the risk of being targeted for performative online dunks, or running up against rabid console tribalism. Now, the Last of Us show has decided to lean into the most boring interpretation of what this story is about without an ounce of subtlety, nuance, or even sympathy for Ellie’s plight. She is a sadist who does terrible things not simply because she’s grieving her father figure, but because this is just who she is. Mazin has deemed it so, and here we are, and this vision of her will no doubt weave itself into the fabric of how we talk about Ellie Williams, even in the game.This story only has any thematic weight if Ellie’s violent outbursts are rooted in pain, not pleasure. Yeah, what we’re seeing in the show is her acting from a mix of those things but, in the game at least, the most affecting moments of Ellie’s Seattle revenge tour happen when she has to confront how she is not built for acts of violent excess in the same way Joel was. She never has been. Back in Part I, she was sick to her stomach when she committed her first kill to save Joel, and the entire point of Part II was that we see her cut off parts of herself to do what she feels she must, only to find that she’s unable to recognize herself when it’s all over. In the show, she is instead mesmerized by carnage, only to decide she doesn’t like that she feels that way, actually. But all this self-reflection is fleeting, because she’s only killed one person on her list, and there’s a lot more work to do. How many Joels is Nora’s life worth to Ellie? One-fifth?While Ellie is wrestling with these feelings, Dina is about to see things with more clarity than ever. At first, she says that Nora may have deserved this fate worse than death, to which Ellie says “Maybe she didn’t,” before telling her girlfriend everything. She tearfully recounts Joel’s massacre of the Fireflies at the base in Salt Lake City, how the group was going to use her immunity to create a cure, and how Joel killed Abby’s father to save her. Dina puts it all together and asks Ellie if she knew who Abby’s group was. She says she didn’t, but she did know what Joel did. Dina sits with that for a moment, then flatly says the group needs to go home.So I guess this is how the show gets Dina, who’s been pretty revenge-hungry thus far, back onto the track she’s on in the games. Without spoiling scenes in the late game for the uninitiated, some major points of conflict at the end of Part II require her to be less on-board with Ellie’s vendetta, so the fact that she’s been egging her girlfriend on to track down Abby was an odd choice. I wasn’t sure how the show would handle it down the line, but it seems the way HBO’s show has course-corrected was by having her condemn Joel’s actions. Dina had her own relationship with the old man in the show, so I imagine that in a later season she’ll interrogate how she feels about him in light of this new information, but having her more or less get off the ride when she learns what Joel has done sets up a contrast between her and Ellie that I’m curious to see how the show handles.The shame of it, though, is that this is just one more thing that undermines one of the core foundations of the source material, and I have to get at least one more jab in on this topic before we end the season. In The Last of Us Part II, when you look at what is actually expressed in dialogue, you see that characters are often lacking important information about each other. This lack of communication is an important part of its storytelling, but the show is instead having characters tell everyone everything. In Part II, Joel and Ellie don’t know who Abby’s father was. It’s strongly implied that no one other than Joel, Ellie, and Tommy knew about what happened in Salt Lake City, not even Dina. The more the show bridges these gaps of communication, the more senseless this entire tit-for-tat feels. To be clear, it was senseless in the game, but it was in a tragic, “these people are so blinded by their emotions that they can’t fathom another path forward” sort of way. This time around, everyone knows exactly what’s happening and chooses to partake in violence anyway. We don’t have any mystery or lack of communication to fall back on as a we struggle to understand why the characters keep making these self-destructive decisions. Everyone is just knowingly the worst version of themselves this time around, and I guess Mazin thinks that’s the point, which is the kind of boring interpretation that makes the show such an inferior version of this story.Family mattersWe now begin our third day in Seattle. Ellie and Jesse are packing up to get going in the theater lobby. The plan is to find Tommy (Gabriel Luna) somewhere in the city and then head back to Jackson. However, Jesse is a lot less talkative this morning. Dina limps into the lobby, and after a brief scolding for being on her feet, she gives Ellie a bracelet for good luck.“I’m not sure it’s been working for you,” Ellie jokes.“I’m alive,” Dina replies.Jesse is clearly uncomfortable watching his ex (or are they technically still together now? I’m not sure) give Ellie a prized possession, and says he can go alone if Dina wants Ellie to stay. Ellie says they’ll be safer together. Jesse relents and says they should be back by sundown. The tension is radiating off him, but the pair leaves Dina in the safety of the theater.Image: HBOEllie and Jesse awkwardly walk through the remains of Seattle. She finally breaks the silence by asking how he found Ellie and Dina’s theater base. He recounts his two days of tracking, giving a shoutout to the horse Shimmer who’s still vibing in the record store the girls left her at, but he’s clearly pissed. Ellie assumes it’s because he and Tommy had to cross state lines to come find them, but no, there’s something else on his mind. Why do Ellie and Dina look at each other differently? Why did Dina turn down a free drink for the first time in her life? He’s putting it all together. Dina and Ellie are no longer just gals being pals, and his (now ex?) girlfriend is pregnant.“None of this has to change things between us,” Ellie says.“Everything changing doesn’t have to change things?” Jesse asks. “Well, how about this for something new: I’m gonna be a father, which means I can’t die. But because of you, we’re stuck in a warzone. So how about we skip the apologies and just go find Tommy so I can get us and my kid the fuck out of Seattle?”Wow, okay. Judgey, much? I mean, you’re right, Jesse. This is a no good, very bad situation, and Ellie has put your kid in danger and won’t even tell you she was torturing a woman last night. But god, I miss kindhearted Jesse. I miss Ellie’s golden retriever best friend who, when finding out Dina was pregnant, firmly but gently told Ellie it was time to get the fuck out of Seattle. Now that the show has created a messy cheating love triangle out of these three, I’m once again reflecting on how The Last of Us Part II could have very easily made this storyline a dramatic, angry one, and instead it was one of the brighter spots in a dark tale. Meanwhile, in the show, the whole thing feels like it’s regressed to a rote and predictable earlier draft of the story that’s much less refreshing and compelling than the one we already know. Justice for Jesse. This is character assassination of the goodest boy in all of Jackson. Well, actually, that’s Abby’s job. Sorry, sorry. That’s actually not for another 35 minutes.As the two move further into the city, they see more art praising the Seraphite prophet on the buildings, but she looks notably different than in images we’ve seen previously. This art depicts a Black woman, whereas others have typically portrayed the prophet as white. Ellie wonders aloud if there’s “more than one of her.” Jesse says it’s possible, but ushers her forward as rain starts pouring down. I’m curious what the show might be doing here, as this is a divergence from Part II. Could the Seraphites be a kind of polytheistic group in the show that follows multiple prophets? Could they believe the Prophet was reincarnated into a different woman at some point? All we can do is theorize, but we haven’t seen much of the Seraphites this season so we don’t have much to go on. Which is by design, and feels pretty in-line with Part II, which didn’t tell you much about the group during Ellie’s three days in Seattle. We’ll pick this thread back up next season, I’m sure.The pair takes shelter but before they can catch their breath, they hear the popping sound of gunfire nearby as a W.L.F. squad corners a lone Seraphite. Ellie and Jesse watch in horror as the wolves strip and drag him away. Just as Ellie nearly gets out from cover to intervene, Jesse pulls her back. Once the coast is clear, Ellie walks away in a huff. As Jesse follows, he points out that they were outnumbered and would have lost that fight.“He was a fucking kid!” Ellie shouts.“Ellie, these people [are] shooting each other, lynching each other, ripping each other’s guts out,” Jesse says. “Even the kids? I’m not dying out here. Not for any of them. This is not our war.”Who the fuck is this man? I touched on it in episode five, but what is with this show putting all of Ellie’s unlikable traits on other characters so she keeps getting to be the hero? Jesse turns from a selfless guardian into a selfish asshole who will watch a kid get tortured to save himself while Ellie is suddenly very concerned about a war that, in the game, she seemed largely indifferent to. It’s as if The Last of Us’ second season is so concerned with us liking Ellie and feeling like we can root for her that it’s lost sight of anything else.So Jesse gets to be the belligerent asshole and Dina gets to be the revenge-driven one in the relationship. Ellie? She’s just bee-bopping through spouting cool space facts, and so when she tortures Nora, it feels like tonal whiplash. I don’t recognize Jesse. Most of the time, I don’t recognize Ellie. But really, the more I watch this show, the more I hardly recognize anyone, and I don’t have any faith in the series to figure these characters and their relationships out, even if it’s going to go on for two more seasons.Will the circle be unbroken?We shift away from the Jackson crew to check in on Isaac (Jeffrey Wright), who we haven’t seen in a few episodes. Sergeant Park (Hettienne Park) updates the W.L.F. boss that the incoming storm will get worse as the day goes on, but even so, the group is still preparing some kind of operation. She also lets him know the rank and file is a little nervous about whatever’s going on, but Isaac’s only concerned about one person: Abby. From the sound of it, she and most of her crew have all disappeared over the past few days. We’ve seen what happened to Nora, Manny is still around, but Owen and Mel are gone without a trace. Again, Isaac isn’t concerned with them. He’s nervous that they’re going into whatever operation they’re planning without Abby. Park is clearly exhausted by this lane of thinking and asks why he cares so much about the girl.Image: HBOShe starts off asking why one “great” soldier is so important when they have an army, and then gets into a weird aside where she exasperatedly asks Isaac if he’s harboring feelings for the girl when he’s at least 30 years her senior. I don’t know if this line is supposed to be a joke, but it’s not funny, even though Isaac laughs at it. She acknowledges it’s an out-of-pocket question, but says he “wouldn’t be the first old man” to make decisions based on such inappropriate impulses. As much as it’s a stupid thing for Park to say, it’s also a stupid thing for the writers room to nonchalantly whip out in a humorous fashion given The Last of Us’ history of old men preying on young women with the character of David. Why write this non-joke into your script if you don’t want viewers to possibly view his fixation on Abby as potentially untoward? Isaac’s following speech focuses on the preservation of his militia, in a very similar way to how David’s preoccupation with Ellie in season one was born from the cannibal’s warped views on longevity, and if you’re not trying to make this direct connection, why even gesture at it? Yeah, I don’t imagine anyone considered the optics of this obviously flippant, throwaway line, but Christ, if you’re that desperate for a joke or moment to cut the tension, this was the best you could come up with? Amateur shit.Isaac sits Park down and tells her why he cares so much about one soldier. He says there’s a very strong chance that the W.L.F. leadership will be dead by tomorrow morning. If that happens, who can lead the militia in their stead? He wanted it to be Abby. It was “supposed” to be her.“Well she’s fucked off, Isaac,” Park says as she leaves. “So maybe it wasn’t.”We go back to the Jackson crew as Ellie and Jesse reach the rendezvous point in a bookstore, and Tommy isn’t here. The place is in bad shape like most places are in this city, but Ellie gravitates to the children’s books section. She picks up an old Sesame Street book, the Grover classic The Monster at the End of This Book, and picks it up for the bun in the oven as Jesse says she picked a good one. As the quiet creeps in on the two, Ellie tries to break the silence by clarifying what happened, but Jesse says they have enough problems for the moment, so he wants to bury the issue.He says he loves Dina, but not in the same way Ellie does. He remembers a group that passed through Jackson, and how there was a girl he fell hard for. She asked him to leave with her to Mexico, but he declined because he’d found purpose and community in Jackson, and he was taught to put others first. People look to him to become the “next Maria” and lead the town, and he couldn’t abandon them for a girl he’d known for two weeks, even if she made him feel things he’d never felt before.Ellie immediately sees through this story. It’s not about him pointing out how he’s felt love and knows that he and Dina aren’t the real deal; it’s about how she’s putting her own needs and wants ahead of everyone else’s.“Okay, got it,” Ellie says. “So you’re Saint Jesse of Wyoming, and everyone else is a fucking asshole.”“You can make fun of me all you want,” Jesse responds. “But let me ask you this, Ellie: If I go with that girl to Mexico, who saves your ass in Seattle?”Before she can reply, they hear W.L.F. radio chatter about a sniper taking out a squad and assume it’s gotta be Tommy. The two head out to higher ground to get a better look, and Ellie sees a Ferris wheel in the distance. She finally puts Nora’s final words together: Abby is in the aquarium at the edge of the city. Immediately, her focus shifts away from Tommy as she starts trying to figure out how to reach Abby’s apparent hiding spot. Jesse is confused and says that Tommy’s got the W.L.F. pinned down in the opposite direction. Ellie starts coming up with justifications for her plan. They don’t know if that’s actually Tommy. If it is him, he’s got the group pinned down. Either way, he would want her to go after Abby to avenge Joel. Ellie doesn’t understand why Jesse is so against this. He voted to go after Abby’s crew back in Jackson, right?Image: HBONo, actually. He didn’t. He believed this vendetta was selfish and “wasn’t in the best interest of the community.” That sets Ellie off.“Fuck the community!” she screams. “All you do is talk about the fucking community, you hypocrite. You think you’re good and I’m bad? You let a kid die today, Jesse. Because why? He wasn’t in your community? Let me tell you about my community. My community was beaten to death in front of me while I was forced to fucking watch. So don’t look at me like you’re better than me, or like you’d do anything differently if you were in my shoes, because you’re not, and you wouldn’t.”Jesse takes a beat, then tells Ellie he hopes she makes it to the aquarium as he leaves. While this scene does exemplify the show’s typicalal “no subtext allowed” approach to writing that I find so irksome, the storyline of Ellie feeling ostracized by the people of Jackson while constantly being told that she must make compromises for them even as they are incapable of extending the same to her is one of the few embellishments The Last of Us makes that resonates with me. It’s easy to write off Ellie’s revenge tour as a selfish crusade that puts everyone else in harm’s way, but when she’s also one of the few out queer people in a town that mostly coddles bigotry and she’s being constantly belittled and kept from doing things she wants to do like working on the patrol team, why would she feel any kinship to this community? Now, when she’s so close to her goal that she can almost taste it, Jesse wants her to consider the people of Jackson? Why should she do that? They’re hundreds of miles away, and the only people who came to save her and Dina were the ones who already cared about her. Ellie’s disillusionment with her neighbors is one of the few additions to the story that The Last of Us manages to pull off.Ellie reaches the harbor from which she can use a boat to reach the aquarium and finds several Wolves meeting up on vessels heading somewhere off the coast. Isaac is here leading the charge, but it’s unclear where they’re going or what they’re doing. Game fans have the advantage of knowing what’s going on, but the W.L.F. storyline feels underbaked in this season, which is one of the real issues with the show dividing the game’s storyline into multiple seasons. During this section of the game, you get a sense that there’s an untold story happening in the background, and you can learn more about it through notes you can find in the environment and ambient dialogue from enemies. The show doesn’t have those same storytelling tools, so I wouldn’t be surprised if newcomers felt a little disoriented every time we hopped over to Isaac.Once the W.L.F. forces make their way wherever they’re going, Ellie finds one of the spare boats and starts to make her way to the aquarium. The storm is hitting hard, though, and the tide is not on her side. A giant tidal wave knocks her out of the boat and into the sea. (Good thing you learned how to swim, queen.) As she washes up onto the shore, Ellie hears Seraphites whistling as a group of them descends upon her. She’s too weak to get onto her feet and run, so the cultists grab her and carry her to a noose hanging from a tree in the woods. She screams that she’s not a Wolf and that she’s not from here, but they don’t listen. As they wrap the noose around her neck and start to hoist her upward, a horn sounds off in the distance. The lead Scar says to leave her, their village is in danger, so I guess that’s what the W.L.F. operation is targeting? This concludes our latest little exposition detour, as Ellie gets right back into the boat to the aquarium.Image: HBOShe manages to reach the building and finds a broken window through which to enter. Inside, she finds several makeshift beds. Whatever Abby’s doing here, she’s not alone. As Ellie makes her way deeper into the aquarium, she finds a ton of medical supplies, including bloody bandages and surgical equipment. Was Abby injured? Is that why she’s been missing in action as the W.L.F. undergoes a huge, all-hands-on-deck mission? Who’s to say?Quick sidenote: When Ellie infiltrates the aquarium in the game, she’s attacked by a guard dog named Alice. The W.L.F. used trained canines in their war against the Seraphites, but that element has been notably absent from the show. Between this and sparing Shimmer from her explosive fate, The Last of Us has been toning down the animal murder.Ellie keeps walking through the desolate aquarium and eventually finds fresh footsteps. She follows them and soon finds their source: Abby’s friends Owen (Spencer Lord) and Mel (Ariela Barer). The two are arguing about something, though it’s not clear what. Owen wants to go somewhere behind enemy lines, even in the midst of the battle Isaac has just initiated. He says he doesn’t have a choice because “it’s Abby.” Mel says he does have a choice and so does she, and the Abby of it all is why she’s not going along with whatever the plan is. Owen says he’ll do it on his own, and if Mel’s still here when they get back, she can “keep going with [them].” Either way, Owen’s leaving. Mel let’s out a hearty “fuck you, Owen” before realizing that Ellie is there. Sure seems like there’s a whole other story that’s been going on while we’ve been hanging out with Ellie, huh? I wonder if we’ll ever get any further insight into whatever this is. Perhaps in a season entirely dedicated to the other side of what’s going on in Seattle? Maybe in a couple years it might premiere on HBO Max (or whatever it’s called by then)? That would be something!Ellie holds the two at gunpoint and tells them to put their hands up. When she asks where Abby is, Owen realizes who she is and points out that he was the one who kept her alive. Ellie isn’t swayed by this, so he says they don’t know where Abby went. But, of course, they were just talking about her, so Ellie knows that’s not true. She spots a map on the table and decides to pull out an old Joel Miller standard: She tells Mel to bring her the map and point to where Abby is, saying that next she’s going to ask Owen the same question, and the answers had better match. Owen looks at Mel and says that Ellie will kill them either way, so there’s no reason to comply. Ellie says she won’t because she’s “not like” them. When she crosses state lines to torture and kill someone who killed somebody important to her, it’s very different than when they do it, of course.Owen stops Mel from grabbing the map by saying he’ll do it. He slowly turns to the table, but instead of picking up the map, he grabs a handgun stowed under it. Ellie is quick with her trigger finger and shoots him right in the throat. The bullet goes straight through him, and hits Mel in the neck as well. She falls onto her back and, instead of cursing Ellie, she asks for her help. Not to save her life, but someone else’s. She opens her jacket to reveal her pregnant belly, and asks if Ellie has a knife to cut the baby out of her before she dies. Ellie is in shock and doesn’t know what to do. Mel tells her she just needs to make one incision. That isn’t enough direction, and Ellie panics. She doesn’t know how deep or which direction to cut. As Mel starts to become delirious, she repeats “love transfers” and then asks Ellie if the baby is out. But she hasn’t even made one cut. Mel finally drifts off, and Ellie realizes it’s too late. She sits there until, eventually, Tommy and Jesse find her. Tommy attempts to comfort her, but she’s in shock and doesn’t speak. Finally they leave and head back to the theater.Naughty Dog / Cinematic GamingWhy can’t this show stop giving the audience outs to not turn against its leads? The death of Mel, specifically, feels like the show bending over backward to teach Ellie a lesson without laying blame at her feet. Mel’s death here is an accident. She’s an innocent bystander who dies because Owen and Ellie made choices, and she was, quite literally, caught in the crossfire. In Part II, by contrast, Mel “shot first.” Well, she tried to stab Ellie, but that doesn’t have the same ring to it. Ellie reacts in self-defense and stabs her right back, but she did it fully knowing she was about to send Mel to an early grave. The gut punch Ellie feels upon learning that she’s pregnant is a moment of dramatic irony, because the game’s shifting perspectives had already revealed her pregnancy to the player way back in the opening hours. So when you’re slamming the square button to fight back, you know that Mel isn’t the only one about to reach her untimely end. Here, she doesn’t even get that moment of agency to fight to protect herself. She’s just collateral damage. It’s a small but important distinction. At this point in the show, Mel’s only real trait is a clear distaste for Abby’s violence, and now, when she finally shows up again, she’s just an unintended victim of Owen pulling a gun on Ellie. Sure, season three will fill in those gaps, but the end result will be the same. Mel died not because she was fighting back, but because she was an inch too far to the left.Then there’s the matter of her pregnancy. Again, in the game players already knew about this by the time Ellie reached the aquarium, while the show kept it secret until the end. It’s hard not to see this last-minute reveal as a knife being twisted for shock value, but that’s only half the problem. My friend Eric Van Allen (co-host of the Axe of the Blood God podcast) would often joke with his college friends about how Michael Caine’s characters in Christopher Nolan films so often show up just to tell you, the viewer, in very literal terms what the story is about. Throughout most of this season, Gail has been this character, the one burdened with the heavy task of diegetic literary analysis, but Mel’s delirious “love transfers” line may be even sillier than anything Gail spouts; homegirl is bleeding out and telling Ellie that pain is not the only thing we inherit from our parents? Just one week after Joel tearfully told Ellie that he hopes she does better when she has a kid than he or his abusive cop father did?Perhaps in a show that hadn’t already spent two seasons using literalism as a writing crutch, Mel speaking her final hopes for her unborn child might have landed for me. But I think I’m just too jaded towards it now for even what should have been a genuine expression to feel like anything other than a heavy-handed, patronizing declaration of what lessons I’m supposed to take away from the story. I don’t think characters overtly communicating their beliefs and feelings about a situation is an inherently poor way of writing dialogue. In fact, some of my favorite works have managed to execute this well thanks to strong acting and stories that lent themselves well to this style of writing. The Last of Us, a series that often relishes in grounded dialogue that forced you to read between the lines and unearth that meaning yourself, the Last of Us show’s inability to let nearly any emotion, belief, or theme go unspoken feels so contrived and tiresome that even someone expressing something thematically resonate feels like being told what to feel. Mel uses her last words to tell me the themes of the story. Just in case I forgot. Thank you, Last of Us show, I don’t know how I would have ever understood your thematic richness if you didn’t make your characters tell me about it, even in their death gasps.The group makes it back to the theater and Ellie is still in shock, so much so that she doesn’t even look at Dina as she enters the building. Some time passes, and Tommy and Jesse are mapping out their route home on the stage. The storm is still pretty rough, so they’ll stay overnight and hope the sun is out when they wake up. Ellie finally joins the group, and Tommy reassures her that Mel and Owen played their part in Joel’s death, and they made the choices that brought them to that fateful end. Ellie can only fixate on what she didn’t get to do.“But Abby gets to live,” she says.“Yeah,” Tommy responds. “Are you able to make your peace with that?”“I guess I’ll have to,” she says, defeated.She looks to Jesse, who won’t even look up at her. Tommy realizes they might have something to talk about and walks to the lobby to pack. After some awkward silence, Ellie thanks Jesse for coming back for her, even though he had no reason to after the way they clashed.“Maybe I didn’t want to,” he says. “Maybe Tommy made me.”“Did he?” Ellie asks.After a second of contemplation, Jesse drops the act and says, “No.”“Because you’re a good person,” Ellie responds.“Yeah,” Jesse agrees. “But also the thought did occur, that if I were out there somewhere, lost and in trouble, you’d set the world on fire to save me.”Ellie says she would, and the two finally see one another, even if just for a moment. Jesse acknowledges that Ellie’s vendetta isn’t entirely selfish, and that when it comes to defending the people she cares about, dead or alive, you won’t find someone more loyal in all of Jackson. It’s good that they finally had this moment of connection after all this drama. But damn, I miss Ellie and Jesse being bros, and I miss her giving him shit for being a sap in these final moments. But most of all, I miss that dopey good ol’ boy with a heart of gold saying his friends “can’t get out of their own damn way.”All that understanding is short-lived, as the two hear some ruckus in the lobby, grab their guns, and book it to the entrance. The second Jesse opens the door, bam. A gunshot rings out in the lobby, and he is on the floor. We don’t even see that it was Abby who fired it until after we get a gnarly shot of him with his face blown open. He’s gone. It was instant. The Last of Us Part II tends to draw out death. It’s either long and torturous like it was for Joel or Nora, or it’s short like Owen’s and Mel’s, but in any case, the game typically lingers on the fallout for a bit. Jesse’s death, by contrast, happens so fast that you can’t even process it before you have to deal with the situation at hand. The show follows suit, and it’s recreated practically shot for shot. But that’s hardly the most disorienting (complimentary) thing that happens in these final minutes.“Stand up,” Abby growls forcefully from the other side of the desk Ellie has taken cover behind.She repeats herself: “Stand. Up. Hands in the air or I shoot this one, too.”Ellie can see Tommy on the ground with a pistol aimed right at his head. He tells Ellie to just run, but she tosses her gun where Abby can see it and crawls out from cover. Abby recognizes her immediately. Ellie asks her to let Tommy go, to which Abby replies that he killed her friends. Ellie says no, she did.“I was looking for you,” Ellie says. “I didn’t mean to hurt them. I know why you killed Joel. He did what he did to save me, I’m the one that you want. Just let him go.”Naughty Dog / VGS - Video Game SophistryHm. Okay. We’re almost at the end. I gotta get another little quibble in before the curtains close. I mean, come on, we’ve been through seven episodes of me complaining together. You can’t take one last gripe? This line from Ellie is slightly altered to account for the fact that she knows more about Abby in the show than in the game, and it means we miss one of the most important subtle interactions in all of the story. As I mentioned earlier, Ellie doesn’t know anything about Abby’s father in Part II. She assumes that Abby killed Joel because he took away any chance of the Fireflies developing a cure, so she cites that in this high-stakes moment. The original line is almost identical to the one in the show, but instead, Ellie says “there’s no cure because of me” and suggests that killing her would be the extension of Abby’s presumed vendetta. Then, we get some incredible, subtle acting from Abby actor Laura Bailey, who hears what Ellie’s saying, has a brief moment of angry disbelief on her face, and then scoffs under her breath before picking right back up where she left off. In just a few seconds, you see Abby realize that, after everything, these fuckers have no idea how much pain she’s been through over the past five years. But they’re not worth the breath it would take to explain herself. They don’t deserve to know the man her father was and what he meant to her. All that matters right now is that Ellie pays for what she’s done.Abby still views herself as the righteous one here, as she points out that she let Ellie live when she did not have to do that. It turns out that Ellie wasn’t deserving of her mercy, that she squandered it by killing her friends. Part of me has wondered if all the exposition-heavy dialogue in this show, such as Dever’s villain monologue in episode two before she murdered the shit out of Joel, was written to give its actors more words to say in front of a camera. When you’ve got big names like Kaitlyn Dever, Catherine O’Hara, and Pedro Pascal in your cast, you don’t want them to not talk, right? But all these elongated exchanges have also robbed actors like Dever of those subtle moments. Hell, she led an entire film with next to no dialogue in 2023’s No One Will Save You, and was great in it, so she has the chops to pull off that kind of acting. Communicating something through body language and expression is just as powerful as a poetic piece of dialogue (or in this show’s case, the most literal, unpoetic dialogue a person can fathom), but this show rarely, if ever, understands that.Image: HBOAnyway, Abby says that Ellie wasted the chance she was given when the ex-Fireflies spared her, and points her gun right at Ellie. We hear a bullet fire and Ellie shouts before a hard cut to black. But wait. That’s the season finale? You expect us to wait for two years, probably, to find out what happened? Well, about that. You will probably have to wait even longer.We do have one more scene this season, however: a flashback. We see Abby lying down on a comfy couch with an unfinished book resting on her stomach. She’s in a deep sleep before Manny (Danny Ramirez) loudly enters the room and wakes her up. He says Isaac wants to see them, and she stirs awake. She gets up and walks out of this cozy living space and into a giant football stadium. The entire field has been repurposed for agriculture, manufacturing, and housing. Abby takes a second to look at the whole operation before heading to Isaac’s, but the camera lingers over the field as bold white text flashes on the screen: Seattle, Day One.Alright, TV newbies, welcome to the second divisive twist of The Last of Us Part II. In the game, the player goes through Ellie’s three days in Seattle, killing Abby’s friends and mostly ignoring the war between the W.L.F. and the Seraphites. Meanwhile, Abby has been kind of an enigma the whole time. Every time Ellie finds a new lead, Abby has already come and gone. When Abby finally shows up at the theater for another round of vengeance, it’s clear that a lot of the story happening in this game has happened off-screen. That’s because you’re about to see an entirely different perspective on the last three days, and you’re going to play as Abby when you do it.As you can imagine, this shit drove some players nuts at the time, and you’ll still find angry people online complaining about it to this day. For all my problems with this season, I have to commend the show for actually going for it. HBO has taken the coward’s route in adapting this story for so long, it’s almost surprising that it’s ending here and, from the sound of it, season three will be entirely about Abby and what she’s been doing these past three days. It’s very likely we won’t see Ellie again until next season’s finale after we’ve followed Dever’s character for several episodes. Despite some ham-fisted attempts by the show to build sympathy for Abby early on, it seems like swaths of TV newbies still demand blood. Will viewers complain for an entire season as Dever takes on the lead role? I’d like to think they won’t. I hope that new audiences are more open to her than the worst people you’ve ever met were when the game launched.Despite all the golf club swings I’ve taken at this show, I’m looking forward to examining it further as HBO rolls out the next two seasons. The Last of Us Part II is one of my favorite games of all time, but I genuinely fucking hated The Last of Us’ second season. I don’t expect my feelings to improve in season three. At this point, the rot of Mazin’s poor creative decisions runs too deep for the show to be salvaged and reach the highs of the games. But if nothing else, it’s been a rewarding ride. Thank you for joining me on this seven-week journey. I think I’m due for a replay of The Last of Us Part II to wash off this stink. This shit was ass, HBO. I’ll see you in the ring again next time.
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  • Feature: The Long & Rainbow Road To 'Mario Kart World' Part 3 - Final Lap

    Image: Zion Grassl / Nintendo LifeAnd we're back, once again, on the road to Mario Kart World - and we're in the final stretch.
    On the two previous laps we've looked at every console Mario Kart game from the Super NES up to the Wii. For this final go-round, we're looking at two console entries which span a massive 14-year period.
    MK8 got some significant expansions across two consoles, so we've split that into two separate sections. And if you're keen to hear more about Mario's non-console karting exploits, we'll take a quick look at those next week before starting our engines up for Mario Kart World on 5th June.Subscribe to Nintendo Life on YouTube813kWatch on YouTube
    This week's Nintendo developer interviews delved into the game in much more depth than the lacklustre Mario Kart Direct back in April, firing up our excitement once more. Once we've been able to leave the tracks, we wonder what it'll feel like to return to the restrictive circuits in these past games...but that's another article.
    Let's kick off this final lap with lucky number seven...

    Lap 1 - SMK, MK64 & Super Circuit

    Double Dash, DS, Wii

    Mario Kart 7Image: Zion Grassl / Nintendo Life

    Ah yes, seven entries in and we finally arrive at the first numbered game in the series. There was always something that made me laugh about this being called 'Mario Kart 7', made all the more hilarious by Mario Kart World not being called 'Mario Kart 9'. After cool names like Super Circuit and Double Dash!!, '7' felt decidedly uncool. Which is ironic because the game was anything but.
    Image: Nintendo
    Sure, it lacked the local multiplayer pull of the home console releases, but I got to drive a kart that could fly and go underwater, which I'd say is a fair trade-off. I distinctly remember driving around Cheep Cheep Lagoon for the first time and its aquatic appeal blowing my little mind. I played with the 3D slider cranked up to the max, you see, and drifting around that seaweed felt like the future.
    You know what else was cool? Customisable karts. I didn't particularly care for stats at the time and would instead set out to build the most horrific abomination ever committed to the track. Not getting to see my masterpiece was one of the main reasons why I rarely used the game's first-person driving mode — that and the fact that I tried it out in the back of the car once and it made me sick. - Jim Norman

    Standout tracks: DK Jungle, Rock Rock Mountain, Cheep Cheep Lagoon
    Fun fact: Despite the Nintendo Network servers shutting down in April 2024, it wasn't until November that year that the final Mario Kart 7 player finally crashed out of the last-standing game lobby. That's quite the victory lap!
    What does Mario Kart World take from this? Gliding has had a winged makeover in World, but it's the same fundamentals that we first saw in MK7. Underwater driving is another obvious one, although from what we've seen so far, racing atop the waves is the only option in MKW. The Fire Flower appears to still be going strong after making its series debut in the 3DS entry, though.

    What score would you give Mario Kart 7?10 - Outstanding14%9 - Excellent28%8 - Great35%7 - Good17%6 - Not Bad5%5 - Average1%4 - Poor1%3 - Bad  0%2 - Terrible  0%1 - Abysmal1%

    Mario Kart 8Images: Gavin Lane / Nintendo Life, Nintendo
    There was an audible gasp when I told my colleagues that I'd spent more time playing Mario Kart 8 on Wii U than I have 8 Deluxe. It has nothing to do with preference — Deluxe is clearly the version to play now. But my life was pretty different between 2014 and 2017.
    Other than a few Virtual Console RPGs and Xenoblade X, Mario Kart 8 was one of the few games I actually played on the Wii U, a console I don't have a lot of love for otherwise. I was at university and barely in my 20s at that point; I also preferred playing stuff on the big screen, so I'd sort of skipped over MK7.
    Image: Nintendo

    8's extravagantly bright courses and colourful worlds were like revisiting my childhood, except now we have anti-gravity and huge courses that look like they stretch for miles and miles. Gorgeous sky-high races and crowded city streets were back on the menu, and I got that old Mario Kart Wii feeling back.
    The biggest thing I remember was the downloadable content. Nintendo had been dabbling in DLC for a few years then, but I was still a sceptical student who only wanted to spend money on things I thought I would love. Then, Mario Kart 8 dangled the ol' Animal Crossing carrot. Oh gosh.
    Look, a free Mercedes-Benz was all well and good, but Zelda, Animal Crossing, and F-Zero courses coming to a Mario Kart game? It's like Smash Bros. but Mario Kart. Oh, Baby Park's back? No, thank you - Hyrule Circuit awaits.
    I really like all of the DLC courses, but I admit I was a little disappointed by the Animal Crossing one. It's a little basic and while the seasonal changes are beautiful, I'd have loved a little more variety in the course obstacles per season. The big surprise were the F-Zero ones, a series I never really got into. It took Mario Kart to make me want a new F-Zero game. Big Blue on 200cc? It's pure magic. - Alana Hagues

    Standout tracks: Toad Harbour, Sunshine Airport, Cloudtop Cruise, Big BlueFun fact: Firehopping, or frogging, was a common technique used online to maintain longer boosts from a mini-boost. Nintendo removed this in Deluxe, meaning it was probably an unintentional glitch.
    What does Mario Kart World take from this? Hmmm... okay, well, since 8 Deluxe is essentially MK8 but better, maybe let's save this...

    Second Lap
    It's natural that the Switch version has totally supplanted the original in most players' memories - which is why I was keen to break out the Wii U version in its own section here.
    Besides disappointment around the Battle offering, this was a substantial, massively satisfying racer with a fun anti-grav hook, and there's something homely and attractive about MK8 on that chunky GamePad minus the bloat and the 'more, more, MOAARRRR'.
    I say 'bloat' - the Deluxe additions were great, I just quite enjoy the comparative simplicity and 'strangeness' of this version after eight long years with the upgrade. Deluxe is better, but it was all armour over this game's brilliant body.
    Gavin Lane
    Editor, Nintendo Life

    What score would you give Mario Kart 8?10 - Outstanding33%9 - Excellent42%8 - Great18%7 - Good5%6 - Not Bad1%5 - Average1%4 - Poor  0%3 - Bad  0%2 - Terrible  0%1 - Abysmal1%

    Mario Kart 8 Deluxe & Booster Course PassImage: Zion Grassl / Nintendo Life

    It's the best-selling game on the Switch, although I wonder where it stands in the Most Played rankings. Even if you were one of the Nintendo faithful who'd bought a Wii U and unlocked every Cup, got the DLC, and played MK8 to absolute death, you still had to buy 8 Deluxe.
    The proper Battle Mode and the ability to hold two items were major boons, but it was really the convenience of having full-fledged Mario Kart on the go with two pads that made MK8D indispensable for any Switch owner. You just had to have it.
    Image: Zion Grassl / Nintendo Life
    It was interesting to hear the devs discuss "kicking the can down the road" and using the Booster Course Pass as a stopgap. Still, what a stopgap! 48 new tracks, with returning courses, some reimagined, some borrowed from Tour, a couple of totally new ones - with so many new courses, it was tough to get upset with the odd dud, especially if you were getting access to all these via an Expansion Pack sub. And the real-world locales added a different flavour to the mayhem - they generally weren't up there with the best of the other courses, but I liked seeing Nintendo's take on London and Madrid.
    Throw in all the oddities from before, plus a host of new onesand no wonder it's taken Nintendo eight years to come up with a sequel. - Gavin Lane

    Standout tracks: Bone-Dry Dunes, Mount Wario, Yoshi's IslandFun fact: As of 31st March 2025, this has sold 68.2 million copies and is Switch's best-selling game - that's 59.74 million copies more than the original sold on Wii U, although MK8 was also that system's bestseller.
    What does Mario Kart World take from this? In some ways it feels like the end of the road for old-style Mario Kart on self-contained tracks - MK8D's completeness gave Nintendo the impetus to push beyond the bounds of the circuits into a bigger world. You might even say a Mario Kart W— *blue shell explodes*

    What score would you give Mario Kart 8 Deluxe?10 - Outstanding43%9 - Excellent34%8 - Great17%7 - Good4%6 - Not Bad1%5 - Average  0%4 - Poor  0%3 - Bad  0%2 - Terrible  0%1 - Abysmal1%

    Image: Nintendo

    And that brings us up to date!... Or does it? In fact, there are a few byways to travel before we hit the highway in Mario Kart World. Join us next week for a lap of honour where we take a quick look at the side-games and also-rans in the Mario Kart series.

    The sweat, the tears, the evil babies

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    Gavin first wrote for Nintendo Life in 2018 before joining the site full-time the following year, rising through the ranks to become Editor. He can currently be found squashed beneath a Switch backlog the size of Normandy.

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    Feature: The Long & Rainbow Road To 'Mario Kart World' Part 3 - Final Lap
    Image: Zion Grassl / Nintendo LifeAnd we're back, once again, on the road to Mario Kart World - and we're in the final stretch. On the two previous laps we've looked at every console Mario Kart game from the Super NES up to the Wii. For this final go-round, we're looking at two console entries which span a massive 14-year period. MK8 got some significant expansions across two consoles, so we've split that into two separate sections. And if you're keen to hear more about Mario's non-console karting exploits, we'll take a quick look at those next week before starting our engines up for Mario Kart World on 5th June.Subscribe to Nintendo Life on YouTube813kWatch on YouTube This week's Nintendo developer interviews delved into the game in much more depth than the lacklustre Mario Kart Direct back in April, firing up our excitement once more. Once we've been able to leave the tracks, we wonder what it'll feel like to return to the restrictive circuits in these past games...but that's another article. Let's kick off this final lap with lucky number seven... Lap 1 - SMK, MK64 & Super Circuit Double Dash, DS, Wii Mario Kart 7Image: Zion Grassl / Nintendo Life Ah yes, seven entries in and we finally arrive at the first numbered game in the series. There was always something that made me laugh about this being called 'Mario Kart 7', made all the more hilarious by Mario Kart World not being called 'Mario Kart 9'. After cool names like Super Circuit and Double Dash!!, '7' felt decidedly uncool. Which is ironic because the game was anything but. Image: Nintendo Sure, it lacked the local multiplayer pull of the home console releases, but I got to drive a kart that could fly and go underwater, which I'd say is a fair trade-off. I distinctly remember driving around Cheep Cheep Lagoon for the first time and its aquatic appeal blowing my little mind. I played with the 3D slider cranked up to the max, you see, and drifting around that seaweed felt like the future. You know what else was cool? Customisable karts. I didn't particularly care for stats at the time and would instead set out to build the most horrific abomination ever committed to the track. Not getting to see my masterpiece was one of the main reasons why I rarely used the game's first-person driving mode — that and the fact that I tried it out in the back of the car once and it made me sick. - Jim Norman Standout tracks: DK Jungle, Rock Rock Mountain, Cheep Cheep Lagoon Fun fact: Despite the Nintendo Network servers shutting down in April 2024, it wasn't until November that year that the final Mario Kart 7 player finally crashed out of the last-standing game lobby. That's quite the victory lap! What does Mario Kart World take from this? Gliding has had a winged makeover in World, but it's the same fundamentals that we first saw in MK7. Underwater driving is another obvious one, although from what we've seen so far, racing atop the waves is the only option in MKW. The Fire Flower appears to still be going strong after making its series debut in the 3DS entry, though. What score would you give Mario Kart 7?10 - Outstanding14%9 - Excellent28%8 - Great35%7 - Good17%6 - Not Bad5%5 - Average1%4 - Poor1%3 - Bad  0%2 - Terrible  0%1 - Abysmal1% Mario Kart 8Images: Gavin Lane / Nintendo Life, Nintendo There was an audible gasp when I told my colleagues that I'd spent more time playing Mario Kart 8 on Wii U than I have 8 Deluxe. It has nothing to do with preference — Deluxe is clearly the version to play now. But my life was pretty different between 2014 and 2017. Other than a few Virtual Console RPGs and Xenoblade X, Mario Kart 8 was one of the few games I actually played on the Wii U, a console I don't have a lot of love for otherwise. I was at university and barely in my 20s at that point; I also preferred playing stuff on the big screen, so I'd sort of skipped over MK7. Image: Nintendo 8's extravagantly bright courses and colourful worlds were like revisiting my childhood, except now we have anti-gravity and huge courses that look like they stretch for miles and miles. Gorgeous sky-high races and crowded city streets were back on the menu, and I got that old Mario Kart Wii feeling back. The biggest thing I remember was the downloadable content. Nintendo had been dabbling in DLC for a few years then, but I was still a sceptical student who only wanted to spend money on things I thought I would love. Then, Mario Kart 8 dangled the ol' Animal Crossing carrot. Oh gosh. Look, a free Mercedes-Benz was all well and good, but Zelda, Animal Crossing, and F-Zero courses coming to a Mario Kart game? It's like Smash Bros. but Mario Kart. Oh, Baby Park's back? No, thank you - Hyrule Circuit awaits. I really like all of the DLC courses, but I admit I was a little disappointed by the Animal Crossing one. It's a little basic and while the seasonal changes are beautiful, I'd have loved a little more variety in the course obstacles per season. The big surprise were the F-Zero ones, a series I never really got into. It took Mario Kart to make me want a new F-Zero game. Big Blue on 200cc? It's pure magic. - Alana Hagues Standout tracks: Toad Harbour, Sunshine Airport, Cloudtop Cruise, Big BlueFun fact: Firehopping, or frogging, was a common technique used online to maintain longer boosts from a mini-boost. Nintendo removed this in Deluxe, meaning it was probably an unintentional glitch. What does Mario Kart World take from this? Hmmm... okay, well, since 8 Deluxe is essentially MK8 but better, maybe let's save this... Second Lap It's natural that the Switch version has totally supplanted the original in most players' memories - which is why I was keen to break out the Wii U version in its own section here. Besides disappointment around the Battle offering, this was a substantial, massively satisfying racer with a fun anti-grav hook, and there's something homely and attractive about MK8 on that chunky GamePad minus the bloat and the 'more, more, MOAARRRR'. I say 'bloat' - the Deluxe additions were great, I just quite enjoy the comparative simplicity and 'strangeness' of this version after eight long years with the upgrade. Deluxe is better, but it was all armour over this game's brilliant body. Gavin Lane Editor, Nintendo Life What score would you give Mario Kart 8?10 - Outstanding33%9 - Excellent42%8 - Great18%7 - Good5%6 - Not Bad1%5 - Average1%4 - Poor  0%3 - Bad  0%2 - Terrible  0%1 - Abysmal1% Mario Kart 8 Deluxe & Booster Course PassImage: Zion Grassl / Nintendo Life It's the best-selling game on the Switch, although I wonder where it stands in the Most Played rankings. Even if you were one of the Nintendo faithful who'd bought a Wii U and unlocked every Cup, got the DLC, and played MK8 to absolute death, you still had to buy 8 Deluxe. The proper Battle Mode and the ability to hold two items were major boons, but it was really the convenience of having full-fledged Mario Kart on the go with two pads that made MK8D indispensable for any Switch owner. You just had to have it. Image: Zion Grassl / Nintendo Life It was interesting to hear the devs discuss "kicking the can down the road" and using the Booster Course Pass as a stopgap. Still, what a stopgap! 48 new tracks, with returning courses, some reimagined, some borrowed from Tour, a couple of totally new ones - with so many new courses, it was tough to get upset with the odd dud, especially if you were getting access to all these via an Expansion Pack sub. And the real-world locales added a different flavour to the mayhem - they generally weren't up there with the best of the other courses, but I liked seeing Nintendo's take on London and Madrid. Throw in all the oddities from before, plus a host of new onesand no wonder it's taken Nintendo eight years to come up with a sequel. - Gavin Lane Standout tracks: Bone-Dry Dunes, Mount Wario, Yoshi's IslandFun fact: As of 31st March 2025, this has sold 68.2 million copies and is Switch's best-selling game - that's 59.74 million copies more than the original sold on Wii U, although MK8 was also that system's bestseller. What does Mario Kart World take from this? In some ways it feels like the end of the road for old-style Mario Kart on self-contained tracks - MK8D's completeness gave Nintendo the impetus to push beyond the bounds of the circuits into a bigger world. You might even say a Mario Kart W— *blue shell explodes* What score would you give Mario Kart 8 Deluxe?10 - Outstanding43%9 - Excellent34%8 - Great17%7 - Good4%6 - Not Bad1%5 - Average  0%4 - Poor  0%3 - Bad  0%2 - Terrible  0%1 - Abysmal1% Image: Nintendo And that brings us up to date!... Or does it? In fact, there are a few byways to travel before we hit the highway in Mario Kart World. Join us next week for a lap of honour where we take a quick look at the side-games and also-rans in the Mario Kart series. The sweat, the tears, the evil babies Related Games See Also Share:0 1 Gavin first wrote for Nintendo Life in 2018 before joining the site full-time the following year, rising through the ranks to become Editor. He can currently be found squashed beneath a Switch backlog the size of Normandy. Hold on there, you need to login to post a comment... Related Articles Shigeru Miyamoto Explains Why Donkey Kong Has Been Redesigned You want expressive? You got it Here's A Look At The Size And Inside Of Switch 2 Game Cases Arriving in store next month Talking Point: The Switch 2 Pre-Order Situation Sucks, But Can Nintendo Do Anything About It? 503sier said than done Random: Miyamoto Can't Talk About Switch 2, Talks About Switch 2 Anyway I do what I want, bruv! #feature #long #ampamp #rainbow #road
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    Feature: The Long & Rainbow Road To 'Mario Kart World' Part 3 - Final Lap
    Image: Zion Grassl / Nintendo LifeAnd we're back, once again, on the road to Mario Kart World - and we're in the final stretch. On the two previous laps we've looked at every console Mario Kart game from the Super NES up to the Wii. For this final go-round, we're looking at two console entries which span a massive 14-year period. MK8 got some significant expansions across two consoles, so we've split that into two separate sections. And if you're keen to hear more about Mario's non-console karting exploits, we'll take a quick look at those next week before starting our engines up for Mario Kart World on 5th June.Subscribe to Nintendo Life on YouTube813kWatch on YouTube This week's Nintendo developer interviews delved into the game in much more depth than the lacklustre Mario Kart Direct back in April, firing up our excitement once more. Once we've been able to leave the tracks, we wonder what it'll feel like to return to the restrictive circuits in these past games...but that's another article. Let's kick off this final lap with lucky number seven... Lap 1 - SMK, MK64 & Super Circuit Double Dash, DS, Wii Mario Kart 7 (2011) Image: Zion Grassl / Nintendo Life Ah yes, seven entries in and we finally arrive at the first numbered game in the series (pipe down, MK64). There was always something that made me laugh about this being called 'Mario Kart 7', made all the more hilarious by Mario Kart World not being called 'Mario Kart 9'. After cool names like Super Circuit and Double Dash!!, '7' felt decidedly uncool. Which is ironic because the game was anything but. Image: Nintendo Sure, it lacked the local multiplayer pull of the home console releases, but I got to drive a kart that could fly and go underwater, which I'd say is a fair trade-off. I distinctly remember driving around Cheep Cheep Lagoon for the first time and its aquatic appeal blowing my little mind. I played with the 3D slider cranked up to the max, you see, and drifting around that seaweed felt like the future. You know what else was cool? Customisable karts. I didn't particularly care for stats at the time and would instead set out to build the most horrific abomination ever committed to the track. Not getting to see my masterpiece was one of the main reasons why I rarely used the game's first-person driving mode — that and the fact that I tried it out in the back of the car once and it made me sick. - Jim Norman Standout tracks: DK Jungle, Rock Rock Mountain, Cheep Cheep Lagoon Fun fact: Despite the Nintendo Network servers shutting down in April 2024, it wasn't until November that year that the final Mario Kart 7 player finally crashed out of the last-standing game lobby. That's quite the victory lap! What does Mario Kart World take from this? Gliding has had a winged makeover in World, but it's the same fundamentals that we first saw in MK7. Underwater driving is another obvious one, although from what we've seen so far, racing atop the waves is the only option in MKW. The Fire Flower appears to still be going strong after making its series debut in the 3DS entry, though. What score would you give Mario Kart 7 (3DS)? (1,329 ratings) 10 - Outstanding14%9 - Excellent28%8 - Great35%7 - Good17%6 - Not Bad5%5 - Average1%4 - Poor1%3 - Bad  0%2 - Terrible  0%1 - Abysmal1% Mario Kart 8 (2014) Images: Gavin Lane / Nintendo Life, Nintendo There was an audible gasp when I told my colleagues that I'd spent more time playing Mario Kart 8 on Wii U than I have 8 Deluxe. It has nothing to do with preference — Deluxe is clearly the version to play now. But my life was pretty different between 2014 and 2017. Other than a few Virtual Console RPGs and Xenoblade X, Mario Kart 8 was one of the few games I actually played on the Wii U, a console I don't have a lot of love for otherwise. I was at university and barely in my 20s at that point; I also preferred playing stuff on the big screen, so I'd sort of skipped over MK7. Image: Nintendo 8's extravagantly bright courses and colourful worlds were like revisiting my childhood, except now we have anti-gravity and huge courses that look like they stretch for miles and miles. Gorgeous sky-high races and crowded city streets were back on the menu, and I got that old Mario Kart Wii feeling back. The biggest thing I remember was the downloadable content. Nintendo had been dabbling in DLC for a few years then, but I was still a sceptical student who only wanted to spend money on things I thought I would love. Then, Mario Kart 8 dangled the ol' Animal Crossing carrot. Oh gosh. Look, a free Mercedes-Benz was all well and good (though a bit weird), but Zelda, Animal Crossing, and F-Zero courses coming to a Mario Kart game? It's like Smash Bros. but Mario Kart. Oh, Baby Park's back? No, thank you - Hyrule Circuit awaits. I really like all of the DLC courses, but I admit I was a little disappointed by the Animal Crossing one. It's a little basic and while the seasonal changes are beautiful, I'd have loved a little more variety in the course obstacles per season. The big surprise were the F-Zero ones, a series I never really got into. It took Mario Kart to make me want a new F-Zero game. Big Blue on 200cc? It's pure magic. - Alana Hagues Standout tracks: Toad Harbour, Sunshine Airport, Cloudtop Cruise, Big Blue (DLC) Fun fact: Firehopping, or frogging, was a common technique used online to maintain longer boosts from a mini-boost. Nintendo removed this in Deluxe, meaning it was probably an unintentional glitch. What does Mario Kart World take from this? Hmmm... okay, well, since 8 Deluxe is essentially MK8 but better, maybe let's save this... Second Lap It's natural that the Switch version has totally supplanted the original in most players' memories - which is why I was keen to break out the Wii U version in its own section here. Besides disappointment around the Battle offering, this was a substantial, massively satisfying racer with a fun anti-grav hook, and there's something homely and attractive about MK8 on that chunky GamePad minus the bloat and the 'more, more, MOAARRRR'. I say 'bloat' - the Deluxe additions were great, I just quite enjoy the comparative simplicity and 'strangeness' of this version after eight long years with the upgrade. Deluxe is better, but it was all armour over this game's brilliant body. Gavin Lane Editor, Nintendo Life What score would you give Mario Kart 8 (Wii U)? (1,085 ratings) 10 - Outstanding33%9 - Excellent42%8 - Great18%7 - Good5%6 - Not Bad1%5 - Average1%4 - Poor  0%3 - Bad  0%2 - Terrible  0%1 - Abysmal1% Mario Kart 8 Deluxe & Booster Course Pass (2017, 2022-2023) Image: Zion Grassl / Nintendo Life It's the best-selling game on the Switch, although I wonder where it stands in the Most Played rankings. Even if you were one of the Nintendo faithful who'd bought a Wii U and unlocked every Cup, got the DLC, and played MK8 to absolute death, you still had to buy 8 Deluxe. The proper Battle Mode and the ability to hold two items were major boons (although I still miss the strategy that comes with being able to switch between the items à la Double Dash), but it was really the convenience of having full-fledged Mario Kart on the go with two pads that made MK8D indispensable for any Switch owner. You just had to have it. Image: Zion Grassl / Nintendo Life It was interesting to hear the devs discuss "kicking the can down the road" and using the Booster Course Pass as a stopgap. Still, what a stopgap! 48 new tracks, with returning courses, some reimagined, some borrowed from Tour, a couple of totally new ones - with so many new courses, it was tough to get upset with the odd dud, especially if you were getting access to all these via an Expansion Pack sub. And the real-world locales added a different flavour to the mayhem - they generally weren't up there with the best of the other courses, but I liked seeing Nintendo's take on London and Madrid. Throw in all the oddities from before (I loved the amiibo Mii outfits), plus a host of new ones (Labo controls, anyone?) and no wonder it's taken Nintendo eight years to come up with a sequel. - Gavin Lane Standout tracks: Bone-Dry Dunes, Mount Wario, Yoshi's Island (DLC) Fun fact: As of 31st March 2025, this has sold 68.2 million copies and is Switch's best-selling game - that's 59.74 million copies more than the original sold on Wii U, although MK8 was also that system's bestseller. What does Mario Kart World take from this? In some ways it feels like the end of the road for old-style Mario Kart on self-contained tracks - MK8D's completeness gave Nintendo the impetus to push beyond the bounds of the circuits into a bigger world. You might even say a Mario Kart W— *blue shell explodes* What score would you give Mario Kart 8 Deluxe (Switch)? (2,863 ratings) 10 - Outstanding43%9 - Excellent34%8 - Great17%7 - Good4%6 - Not Bad1%5 - Average  0%4 - Poor  0%3 - Bad  0%2 - Terrible  0%1 - Abysmal1% Image: Nintendo And that brings us up to date!... Or does it? In fact, there are a few byways to travel before we hit the highway in Mario Kart World. Join us next week for a lap of honour where we take a quick look at the side-games and also-rans in the Mario Kart series. The sweat, the tears, the evil babies Related Games See Also Share:0 1 Gavin first wrote for Nintendo Life in 2018 before joining the site full-time the following year, rising through the ranks to become Editor. He can currently be found squashed beneath a Switch backlog the size of Normandy. Hold on there, you need to login to post a comment... Related Articles Shigeru Miyamoto Explains Why Donkey Kong Has Been Redesigned You want expressive? You got it Here's A Look At The Size And Inside Of Switch 2 Game Cases Arriving in store next month Talking Point: The Switch 2 Pre-Order Situation Sucks, But Can Nintendo Do Anything About It? 503sier said than done Random: Miyamoto Can't Talk About Switch 2, Talks About Switch 2 Anyway I do what I want, bruv!
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